“Smart advertisers realize users will search for the generic term 'digital camera' instead of 'Kodak digital camera;' so, by doing great 'catching' in digital channels they can harvest ROI when competitors advertise."

1. How to Steal ROI
from Competitors’
Branding Campaigns
Dr. Augustine Fou
http://linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.

2. When brands advertise…
… they think users remember them.
June 1, 2012 2

3. More people remember…
Search volume is higher on
celebrity than on the brand
itself.
…the celebrities, instead.
June 1, 2012 3

4. More people search for …
Search volume much higher
on product term than the
“brand + product” term.
… products instead of brands.
June 1, 2012 4

5. Non-branded terms …
… dominate search vs branded ones.
June 1, 2012 5

6. So what?
Steal ROI from competitors when they advertise
“Smart advertisers realize users will search
for the generic term „digital camera‟ instead
of „Kodak digital camera;‟ so, by doing
great „catching‟ in digital channels they can
harvest ROI when competitors advertise.”
- Dr. Augustine Fou
June 1, 2012 6

7. Dr. Augustine Fou – Chief Digital Strategist
“I show clients how to use search
as research, to gain unique new
insights about customers and 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.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
June 1, 2012 acfou@mktsci.com 7

8. BONUS
June 1, 2012 8

9. Eye Candy
...anyone remember the advertiser?
June 1, 2012 9

10. Eye Candy
...anyone remember the advertiser?
June 1, 2012 10