If digital were a philosophy, then the insights can be used to make all advertising and marketing better. Focusing on users' needs is essential.

1. Whole Funnel
Thinking
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
October 4, 2012.

2. It’s better to think of your
customers’ purchase funnel
instead of your sales funnel.
October 4, 2012 2

3. Digital is the “thread” …
1st screen 2nd screen 3rd screen
awareness consideration choice purchase advocacy
• Television • Display Ads • Search Ads • In-store • Social Media Marketing
• Print • Search Optimization • Mobile Marketing
• Radio • Email
…that ties all tactics together.

4. Marketers know which…
… vehicle is best.
October 4, 2012 4

5. Spending also corroborates
Measured media is
still mainly used for
branding.
Online media is
mainly used for
direct response.
October 4, 2012 5

6. Search vs Display …
http://www.imediaconnection.com/content/26300.asp
… in the consumers’ funnel.
May 24, 2012. 6

7. So What?
“Every tactic has its place, whether
traditional or digital. The idea is to
focus on users’ needs and then
determine which tactic is most useful.”
- Dr. Augustine Fou
October 4, 2012 7

8. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on shifting their
marketing mix among traditional
and digital tactics, and unifying
them to work optimally together.”
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
October 4, 2012 8
acfou@mktsci.com