Ads Dont Create Demand But Search Reveals Demand by Augustine Fou

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Ads may make people aware of the brands that may satisfy their demand, but ads don't create demand. Search, however, reveals demand.

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Ads Dont Create Demand But Search Reveals Demand by Augustine Fou

  1. 1. Ads don’t create demand “We just bought a minivan; no matter how on-target the TV ads “Our family drinks 4 quarts of are, we’re not gonna buy milk each week. No matter how another minivan.” much advertising the Milk Council does, we won’t buy a 5th quart of milk this week.”November 14, 2012 1
  2. 2. Ads don’t create demand “My AC works just fine, no matter how great a sale on ACs I see at Home Depot, I’m probably not going to buy another one for the house.” “Just got email from United about fare sales. I love the airline and always fly it, but I’m not just going to take a trip because there is a small discount on the airfare.”November 14, 2012 2
  3. 3. But search reveals demand chocolate covered strawberries every Valentines chocolate covered cherries every ChristmasNovember 14, 2012 3
  4. 4. But search reveals demandNovember 14, 2012 4
  5. 5. People search for products…November 14, 2012 … not brand names. 5
  6. 6. So What? “The game is now who can most quickly and efficiently harvest the demand when it is manifested; using digital channels (vs traditional one-way advertising) is a great way to start.” - Dr. Augustine FouNovember 14, 2012 6
  7. 7. Dr. Augustine Fou – Chief Digital Strategist “I help clients leverage digital tools and techniques to 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.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouNovember 14, 2012 7 acfou@mktsci.com

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