How to Steal ROI from Competitors Branding Efforts

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“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 …

“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."

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  • 1. How to Steal ROIfrom 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 FouJune 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/augustinefouJune 1, 2012 acfou@mktsci.com 7
  • 8. BONUSJune 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