Digital Has Changed Marketing by Augustine Fou PhD

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Dr. Augustine Fou - Independent Ad Fraud Researcher

Technologie

Digital has changed
MARKETING
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
November 30, 2012.

Shift to Digital
From Push To Pull

Users do their
own research
Traditional Channels Digital Channels
-2- Augustine Fou

Shift within digital
To performance-oriented tactics

Source: IAB, PwC April 2011

-3- Augustine Fou

New Sources of Trust
92% trust
“recommendations from
people I know”
47% trust
“ads on TV”

Source: Nielsen, April 2012

33% trust
“online banner ads”

29% trust “text ads on
mobile phones”

-4- Augustine Fou

Product Reviews by Peers

-5- Augustine Fou

Customer Advocacy

passive/central active/real-time
-6- Augustine Fou

B2B/Enterprise Marketing

-7- Augustine Fou

Marketing x.0
• Users are empowered
• New sources of trust – their peers
• Show rather than tell
• Immediate feedback loops

-8- Augustine Fou

Dr. Augustine Fou – Chief Digital Strategist
“I help clients leverage digital
tools and techniques to create
sustainable competitive
advantage.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23

ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou

@acfou Augustine Fou

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Digital Has Changed Marketing by Augustine Fou PhD

1. Digital has changed MARKETING Dr. Augustine Fou http://www.linkedin.com/in/augustinefou November 30, 2012.

2. Shift to Digital From Push To Pull Users do their own research Traditional Channels Digital Channels -2- Augustine Fou

3. Shift within digital To performance-oriented tactics Source: IAB, PwC April 2011 -3- Augustine Fou

4. New Sources of Trust 92% trust “recommendations from people I know” 47% trust “ads on TV” Source: Nielsen, April 2012 33% trust “online banner ads” 29% trust “text ads on mobile phones” -4- Augustine Fou

5. Product Reviews by Peers -5- Augustine Fou

6. Customer Advocacy passive/central active/real-time -6- Augustine Fou

7. B2B/Enterprise Marketing -7- Augustine Fou

8. Marketing x.0 • Users are empowered • New sources of trust – their peers • Show rather than tell • Immediate feedback loops -8- Augustine Fou

9. Dr. Augustine Fou – Chief Digital Strategist “I help clients leverage digital tools and techniques to create sustainable competitive advantage.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou @acfou Augustine Fou

Digital Has Changed Marketing by Augustine Fou PhD

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Digital Has Changed Marketing by Augustine Fou PhD