Richard Fouts

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Delivering on the Oath of Privacy

by Richard Fouts  |  April 18, 2014  |  1 Comment

Buyers and sellers agree that sharing information produces value. They also agree that consumer privacy should be protected in such an exchange. Where disagreement arises is the degree to which the parties benefit. In a Forbes study titled “The Promise of Privacy, Respecting Consumers’ Limits While Realizing the Marketing Benefits of Big Data” 60% of [...]

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Category: Digital Marketing Uncategorized     Tags:

Digital Marketing Leaders Speak Out

by Richard Fouts  |  January 17, 2014  |  6 Comments

I recently gathered insight from executives that represent the leaading providers in our Magic Quadrant for Global Digital Marketing Agencies If there’s a common denominator among today’s modern marketers, it’s a focus on doing things faster. So it’s fitting to begin with IBM Interactive. Businesses are using digital marketing to engage customers with real-time, personalized, [...]


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Taking the Risk out of Risk

by Richard Fouts  |  October 31, 2013  |  Submit a Comment

In my PR days, I crafted a speech for my CEO – to be delivered at a town hall style quarterly update. That speech, at his insistence, encouraged the rank-and-file to “learn to take more risks.”  I was one of the poor saps that took his advice to heart – and proposed a plan to [...]

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How to Break Washington Gridlock

by Richard Fouts  |  October 13, 2013  |  4 Comments

The current stand-off between the White House and Congress reminded me of the negotiation project, conducted by William Ury at Harvard back in the 1970s during the US-Soviet cold war. Ury provides a litany of advice for getting to an agreement without giving in, based on his research, which you can read here. There’s one [...]


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How do Consultants Approach Digital Business Transformation?

by Richard Fouts  |  October 3, 2013  |  4 Comments

I’m just about to publish results of interviews with 13 professional services firms who enlightened me on how they approach transformation engagements. Here’s a sneak peek: Approaching digital transformation within traditional project structures doesn’t work.  It’s difficult to set quantifiable objectives if the ultimate business model you’re driving toward is unknown. Transformation puts you in [...]


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The Beauty of Instant Feedback

by Richard Fouts  |  June 9, 2013  |  Submit a Comment

John and Marsha are quarreling: John:  You embarrassed me in front of the kids …. Marsha:  When? John: At my parent’s holiday party. Marsha: You mean that disaster 5 years ago?  Why am I hearing this now? Marsha is not alone in her sentiment. “Feedback in a timely fashion” is something we demand from personal [...]

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What To Do About Social Media Fatigue

by Richard Fouts  |  April 24, 2013  |  14 Comments

With the proliferation of social networks of every flavor, from professional to personal, users are simply getting tired of spending time and energy on every iteration of social media. This phenomenon has been aptly labeled social media fatigue.  For many social marketers, fatigue is an inevitable stage. Angie Picardo, a staff writer for NerdWallet, knows [...]


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Why CMOs Shouldn’t Shun Failure

by Richard Fouts  |  March 21, 2013  |  3 Comments

I know we all hate to hear old clichés, like “the only thing we have to fear is fear itself,” but after talking to Adobe’s CMO, Ann Lewnes, I just can’t help myself. Ann doesn’t like to fail. In fact, her success in helping move Adobe into the digital marketing space has been impressive.  Her [...]


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Safeway and the Creepiness Factor

by Richard Fouts  |  August 11, 2012  |  2 Comments

The ultimate digital dream, right offer, right time, right context just got a big boost from Safeway (a U.S. grocery store chain), which is really pushing the envelope with personalization. Under its new system, five shoppers could conceivably get five unique prices for the same item, computed by Safeway’s loyalty algorithms. Where the creepiness factor [...]


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Why you need a Starbucks name

by Richard Fouts  |  August 10, 2012  |  Submit a Comment

If you’ve ever wanted to live your alter ego, if only for a moment, Starbucks is about to fulfill your fantasy. The popular coffee bar just announced its new method for paying for your morning latte: simply speak your name. Now there’s a concept that exemplifies “ease of use.” As stated in the NY Times, [...]

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