Ads may make people aware of the brands that may satisfy their demand, but ads don't create demand. Search, however, reveals demand.

1. Ads don’t create demand
“We just bought a
minivan; no matter how
on-target the TV ads
“Our family drinks 4 quarts of are, we’re not gonna buy
milk each week. No matter how another minivan.”
much advertising the Milk
Council does, we won’t buy a
5th quart of milk this week.”
November 14, 2012 1

2. Ads don’t create demand
“My AC works just fine, no
matter how great a sale on
ACs I see at Home Depot, I’m
probably not going to buy
another one for the house.”
“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.”
November 14, 2012 2

3. But search reveals demand
chocolate covered
strawberries every
Valentines
chocolate covered
cherries every
Christmas
November 14, 2012 3

4. But search reveals demand
November 14, 2012 4

5. People search for products…
November 14, 2012
… not brand names.
5

6. So What?
“The game is now who can most
quickly and efficiently harvest the
demand when it is manifested; using
digital channels (vs traditional one-way
advertising) is a great way to start.”
- Dr. Augustine Fou
November 14, 2012 6

7. 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
November 14, 2012 7
acfou@mktsci.com