Whole funnel thinking augustine fou 2014

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Different types of ads work well in different parts of the purchase funnel. The top of the funnel is best addressed by mass awareness channels like TV while mid- to lower funnel is best addressed by …

Different types of ads work well in different parts of the purchase funnel. The top of the funnel is best addressed by mass awareness channels like TV while mid- to lower funnel is best addressed by digital channels, and specifically performance type ads like search ads.

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  • 1. Augustine Fou- 1 - Whole Funnel Thinking Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com June 2014
  • 2. Augustine Fou- 2 - Author’s Commentary “For small ticket items like ‘soup and soda’ advertisers remain focused on awareness ads (e.g. traditional/offline more heavily weighted) while bigger ticket items like ‘cars and computers’ require more research online. Therefore advertisers are more allocated to digital, and within digital, more allocated to performance ad types like paid search.” -- Dr. Augustine Fou
  • 3. Augustine Fou- 3 - 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 65 51 46 44 44 40 38 30 26 41 Direct Response Branding Branding vs DR in Digital 2014 Direct response vs branding by industry Travel is heavily DR while entertainment is mainly branding branding direct response Augustine Fou- 3 -
  • 4. Augustine Fou- 4 - Branding vs Direct Response Augustine Fou- 4 - Source: eMarketer via Marketing Charts 2014
  • 5. Augustine Fou- 5 - Branding-like Ad Spend for Awareness
  • 6. Augustine Fou- 6 - BizSource: Think with Google Customer Journey Tool
  • 7. Augustine Fou- 7 - CPGSource: Think with Google Customer Journey Tool
  • 8. Augustine Fou- 8 - Edu/GovSource: Think with Google Customer Journey Tool
  • 9. Augustine Fou- 9 - ClassifiedSource: Think with Google Customer Journey Tool
  • 10. Augustine Fou- 10 - MediaSource: Think with Google Customer Journey Tool
  • 11. Augustine Fou- 11 - Performance-like Ad Spend for Sales/Direct- Response
  • 12. Augustine Fou- 12 - Automotive Source: Think with Google Customer Journey Tool
  • 13. Augustine Fou- 13 - TechSource: Think with Google Customer Journey Tool
  • 14. Augustine Fou- 14 - FinanceSource: Think with Google Customer Journey Tool
  • 15. Augustine Fou- 15 - HealthSource: Think with Google Customer Journey Tool
  • 16. Augustine Fou- 16 - RetailSource: Think with Google Customer Journey Tool
  • 17. Augustine Fou- 17 - TravelSource: Think with Google Customer Journey Tool
  • 18. Augustine Fou- 18 - Digital Ad Spending by industry Source: eMarketer March 2014
  • 19. Augustine Fou- 19 - Dr. Augustine Fou – Digital Consigliere “I study trends and advise clients on staying on trend or getting out in front of them. As clients move specific tasks in- house, agencies need to more quickly reinvent themselves and their revenue streams.” 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 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: https://www.linkedin.com/today/author/84444-augustinefou
  • 20. Augustine Fou- 20 - Related Articles Augustine Fou- 20 - http://www.slideshare.net/augustinefou/investment-thesis-ad-agency-sector- by-augustine-fou-april-2014 http://www.slideshare.net/augustinefou/ad-fraud-estimates-by-augustine-fou- technical-forensics-32293935 http://www.slideshare.net/augustinefou/agencies-are-being-disintermediated- by-augustine-fou-digital-consigliere http://www.slideshare.net/augustinefou/evolution-of-agency-compensation- by-augustine-fou-chief-digital-officer http://www.clickz.com/clickz/column/2205122/the-agencyclient- relationship-is-forever-changed