Consumers Are Empowered and Savvy by Augustine Fou Chief Digital Officer


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The fact that you sent it out, doesn’t mean users received, opened, or used it.

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Consumers Are Empowered and Savvy by Augustine Fou Chief Digital Officer

  1. 1. Consumers areEmpowered andSavvy Dr. Augustine Fou February 14, 2013.
  2. 2. Consumers Skip TV Ads comScore (Dec 2009) estimates of the TV watched 54 – 65% is time-shifted. Nielsen (Dec 2010) estimates 44% of ads are not skipped – i.e. 56% of ads ARE SKIPPED IPG/YuMe (May 2011) study found 63% of TV ads are avoided or simply ignored.-2- Augustine Fou
  3. 3. Users Avoid Display Ads Source: Banner Blindness “The ads to the right are only noticed by 23% of the respondents, and they spend only half a second on the ads.” Source: Mashable 12/29/2011-3- Augustine Fou
  4. 4. Users Ignore/Delete Email “this is what gmail filters are made for!” Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketer-4- Augustine Fou
  5. 5. Users Revolt in SocialForces Instagram to revert to old Terms of Service Enormous public outcry spread through social media forced Instagram to publicly apologize and revert to old terms of service where they won’t sell users photos or use them in ads. Source: Gizmodo Dec 20, 2012-5- Augustine Fou
  6. 6. Users click on natural results Most users click on natural search results 15-25% of clicks Natural results 1-9% avg CTRs have 10x the click through rate of paid ads 75-85% of clicks 13-21% avg CTRs Source: go-Digital Blog, July 2012
  7. 7. More User Power • 200 million phone numbers in the National Do Not Call Registry • 1 in 1000 direct mail pieces opened (estimated, ever wonder why they never publish actual results?) • FSIs (free standing inserts) – performance unknown or estimated-7- Augustine Fou
  8. 8. Users rise up insocial media-8- Augustine Fou
  9. 9. Feb 2013 – Tesla Owners RefuteFalsified NYTimes Report NYTimes reporter seemingly deliberately ran down the battery and reported negatively on the Tesla S. Now owners set out to publicly refute the report. Source: Gizmodo Feb 18, 2013March 28, 2012 9
  10. 10. Feb 2013 – Maker’s Mark ReversesDecision to Water Down Whiskey drinkers didn’t like the idea of their drink being diluted yet still cost the same price. Source: Business Insider, Feb 17, 2013March 28, 2012 10
  11. 11. So What? “The fact that you sent it out, doesn’t mean users received, opened, or used it. Digital technologies and the internet have empowered consumers to a point where they have entirely turned the tables on advertisers, who must change the way they do marketing in response.” -- Dr. Augustine Fou- 11 - Augustine Fou
  12. 12. Dr. Augustine Fou – Chief Digital Strategist “I analyze trends and advise clients on how to take advantage or to stay away.” 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: Slideshares: LinkedIn: 12