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Augustine Fou- 1 -
Whole Funnel
Thinking Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
June 2014
Augustine Fou- 2 -
Author’s Commentary
“For small ticket items like ‘soup and soda’
advertisers remain focused on awarenes...
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
Bran...
Augustine Fou- 4 -
Branding vs Direct Response
Augustine Fou- 4 -
Source: eMarketer via Marketing Charts 2014
Augustine Fou- 5 -
Branding-like Ad Spend
for Awareness
Augustine Fou- 6 -
BizSource: Think with Google Customer Journey Tool
Augustine Fou- 7 -
CPGSource: Think with Google Customer Journey Tool
Augustine Fou- 8 -
Edu/GovSource: Think with Google Customer Journey Tool
Augustine Fou- 9 -
ClassifiedSource: Think with Google Customer Journey Tool
Augustine Fou- 10 -
MediaSource: Think with Google Customer Journey Tool
Augustine Fou- 11 -
Performance-like Ad
Spend for Sales/Direct-
Response
Augustine Fou- 12 -
Automotive
Source: Think with Google Customer Journey Tool
Augustine Fou- 13 -
TechSource: Think with Google Customer Journey Tool
Augustine Fou- 14 -
FinanceSource: Think with Google Customer Journey Tool
Augustine Fou- 15 -
HealthSource: Think with Google Customer Journey Tool
Augustine Fou- 16 -
RetailSource: Think with Google Customer Journey Tool
Augustine Fou- 17 -
TravelSource: Think with Google Customer Journey Tool
Augustine Fou- 18 -
Digital Ad Spending
by industry
Source: eMarketer March 2014
Augustine Fou- 19 -
Dr. Augustine Fou – Digital Consigliere
“I study trends and advise clients on
staying on trend or gett...
Augustine Fou- 20 -
Related Articles
Augustine Fou- 20 -
http://www.slideshare.net/augustinefou/investment-thesis-ad-agenc...
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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 digital channels, and specifically performance type ads like search ads.

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Transcript of "Whole funnel thinking augustine fou 2014"

  1. 1. Augustine Fou- 1 - Whole Funnel Thinking Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com June 2014
  2. 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. 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. 4. Augustine Fou- 4 - Branding vs Direct Response Augustine Fou- 4 - Source: eMarketer via Marketing Charts 2014
  5. 5. Augustine Fou- 5 - Branding-like Ad Spend for Awareness
  6. 6. Augustine Fou- 6 - BizSource: Think with Google Customer Journey Tool
  7. 7. Augustine Fou- 7 - CPGSource: Think with Google Customer Journey Tool
  8. 8. Augustine Fou- 8 - Edu/GovSource: Think with Google Customer Journey Tool
  9. 9. Augustine Fou- 9 - ClassifiedSource: Think with Google Customer Journey Tool
  10. 10. Augustine Fou- 10 - MediaSource: Think with Google Customer Journey Tool
  11. 11. Augustine Fou- 11 - Performance-like Ad Spend for Sales/Direct- Response
  12. 12. Augustine Fou- 12 - Automotive Source: Think with Google Customer Journey Tool
  13. 13. Augustine Fou- 13 - TechSource: Think with Google Customer Journey Tool
  14. 14. Augustine Fou- 14 - FinanceSource: Think with Google Customer Journey Tool
  15. 15. Augustine Fou- 15 - HealthSource: Think with Google Customer Journey Tool
  16. 16. Augustine Fou- 16 - RetailSource: Think with Google Customer Journey Tool
  17. 17. Augustine Fou- 17 - TravelSource: Think with Google Customer Journey Tool
  18. 18. Augustine Fou- 18 - Digital Ad Spending by industry Source: eMarketer March 2014
  19. 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. 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

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