What “Experience Marketers” Forget Most

By 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…


Publicis.Sapient Marks the End of an Era

By 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…


Want to Compete on Customer Experience? Do This First

By 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…


How the Role of Chief Marketing Technologist is Changing.

By 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…


What Can Retailers Do About Loyalty Fatigue?

By 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…


Email as Brand Advertising? You bet.

By 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…