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Richard Fouts

Former Research VP

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What “Experience Marketers” Forget Most

Richard Fouts | December 14, 2014

Throw a dead cat in any direction, and you’re bound to hit a marketing pundit exclaiming “customer experience is the next competitive battleground.” It’s a great finding, but at this point the question we should all be asking:  how should…

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Publicis.Sapient Marks the End of an Era

Richard Fouts | November 03, 2014

Maurice Levy has never been shy about his plans to acquire the best, savviest digital talent in the industry to remain relevant to the modern CMO. It started with his acquisition of Digitas in 2007, then Razorfish in 2009, Rosetta…

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Want to Compete on Customer Experience? Do This First

Richard Fouts | October 21, 2014

Invest in your people.  DHL Express, the international shipper, is one of many good case studies on this topic. Five years ago when DHL decided to focus exclusively on international shipping, chief customer officer Christine Nashick was charged with overseeing…

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How the Role of Chief Marketing Technologist is Changing.

Richard Fouts | August 15, 2014

The role of chief marketing technologist hasn’t even reached its tenth anniversary. Yet it’s already starting to change.  Why? In many cases, marketing executives are recalibrating the role to focus on more strategic efforts. For example, one CMO I recently…

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What Can Retailers Do About Loyalty Fatigue?

Richard Fouts | June 19, 2014

A Gartner consumer survey conducted across 10 countries revealed that 62% of respondents are members of one or more retail loyalty programs. But despite the high percentage of memberships, the participation and offer use remain relatively low. Over one-third of…

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Email as Brand Advertising? You bet.

Richard Fouts | April 29, 2014

I fit perfectly within Jaguar’s segmentation model for its new F-TYPE sports car. Hence, Jaguar marketers hope I’ll think of them when I venture out to buy a car in the F-TYPE category. Why?  Because they’ve shown their “our F-TYPE…

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What Marketers Can Learn From “Game of Thrones”

Richard Fouts | April 25, 2014

Picture this recent one-on-one with my manager. Yvonne:  Any issues where you need help? Richard:  Nope. Everything good. Yvonne:  In that case, did you watch Game of Thrones last night? Richard:  Yes, and speaking of issues …. What followed was the…

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What is Marketing?

Richard Fouts | April 23, 2014

The shortest definition?  “Meeting customer needs profitably.” Tesla (and now, BMW) have both discovered that people who crave luxury automobiles are also passionate about sustainability. Uber responds to urban dwellers, stressed by the unreliability of hailing a cab when they need…

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Delivering on the Oath of Privacy

Richard Fouts | April 18, 2014

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…

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How to Tell Stories Buyers Will Remember

Richard Fouts | April 09, 2014

By the time you read this blog post, over 12 million people will have viewed The Big Leap on YouTube. Lacoste’s ad illustrates what consumer marketers often do so well:  tell stories that tap into emotionally-filled memories.  Memory, after all,…

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