Mythbusting Advertising by Dr Augustine Fou
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Dispelling the myths of targeting, branding, and demand generation.
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Mythbusting Advertising by Dr Augustine Fou
- 1. Mythbusting Advertising Dr. Augustine Fou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc. June 5, 2012 1
- 2. Targeting – only goes so far What I surf or search for once may not be what I demand going forward “My husband searched for baby gifts for a friend on my computer/browser. Now Amazon thinks we just had a baby and keeps showing me „recommendations‟ and sending me email.” - Miss Targeted June 5, 2012 2
- 3. Some targeting is good Some targeting is better than no targeting; but the law of diminishing returns kicks in when more than a few parameters are used. M ? F June 5, 2012 3
- 4. Branding – only goes so far People search for the products they want to buy, not the brand in most cases June 5, 2012 4
- 5. “Brand” is earned reputation In some cases, a brand is synonymous with the product people want to buy “In some rare cases, the brand name is more searched than the product itself. These products have earned their reputation over time, not by „branding‟ (or telling) people they are the best. They ARE the best and are consistently so.” - Augustine Fou June 5, 2012 5
- 6. Ads don’t create demand “We just bought a minivan; no “Our family drinks 4 quarts of matter how on-target the TV milk each week. No matter ads are, we‟re not gonna buy how much advertising the Milk another minivan.” Council does, we won‟t buy a 5th quart of milk this week.” “Just got email from United about fare sales. I love the airline and always fly it, but I‟m not just going to take a trip because there is a small discount on the airfare.” June 5, 2012 6
- 7. Ads make people aware … … then they choose which to buy June 5, 2012 7
- 8. Dr. Augustine Fou – Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicom's Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. He pioneered the application of the Unified Marketing™ framework to optimize marketing across both traditional and digital channels and tactics. Dr. Fou is also an Adjunct Professor at NYU in the School for Continuing and Professional Studies and at Rutgers University at the Center for Management Development, where he teaches courses on digital strategy, social media marketing to executives. He is a frequent panelist, moderator, and keynote speaker. Dr. Fou completed his PhD at MIT at the age of 23. He started his career with McKinsey & Company. He writes a monthly column on Integrated Marketing for ClickZ.com, and can be found on Twitter.com @acfou. June 5, 2012 646.867.0826 acfou@mktsci.com 8