Traditional forms of ads like TV, print, newspapers, and radio are great for branding and awareness. Digital tactics are mainly for performance and direct response.

1. Augustine Fou- 1 -
The Key to Multi-
channel Marketing is...
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
May 2014

2. Augustine Fou- 2 -
Author’s Commentary
The key to successful and optimized multi-channel
marketing campaigns is using each channel in the
optimal way – for example, TV is great for mass
awareness (branding) while digital tactics
generally are more performance-like. That’s what
I mean by “left-side” is for branding and “right-
side” is for performance.”

3. Augustine Fou- 3 -
The Grand Digital Canyon
Traditional
• TV
• Magazines
• Newspapers
• Radio
Digital
• Search
• Social
• Mobile
• Video
Metric:
Size of
Audience
Metric:
Actions of
Users

4. Augustine Fou- 4 -
Left-side Right-side
branding performance
“Soup and Soda” “Cars and Computers”
• Low cost
• Low complexity
• Low consideration
• High cost
• High complexity
• High consideration
Metric:
Size of
Audience
Metric:
Actions of
Users

5. Augustine Fou- 5 -
Traditional vs
Digital

6. Augustine Fou- 6 -
TV is $69B Digital is $48B
TV vs Digital Ad Spend
TV DigitalPrint Radio
Out-of-Home $8 (5%)
Other $2 (1%)
$75 billion
42%
$43 billion
24%
$32
18%
$17
10%
Display
$8 billion
19%
Search
$18 billion
43%
Video $3 (7%)
Mobile
$4B$3B
display search
17%
Other
$5
11%
Lead Gen $2 (4%)
• classifieds
• sponsorship
• rich media
Source: IAB Full Year 2013 report
Augustine Fou- 6 -
branding performance

7. Augustine Fou- 7 -
1st screen 2nd screen 3rd screen
• Television
• Magazines
• Newspaper
• Radio
• Display Ads • Search Ads
• Search Optimization
• Email
• Social Media
Marketing
• Mobile Marketing
awareness consideration choice purchase advocacy
• In-store
The Marketing Continuum
branding performance

8. Augustine Fou- 8 -
TV/Display Ads - Awareness
0% 20% 40% 60% 80% 100%
Email
Mobile App
Direct Mail
SMS Text Message
Website
Social Media (not paid)
Search
Radio
Print Ads
Online Display Ads
Social Display Ads
TV
Greeter (Awareness)
Influencer (Consideration)
Closer (Decision)
Source: Experian Marketing
Services March 2014
Sorted by
Greeter (Awareness)

9. Augustine Fou- 9 -
Site/Email - Decision
0% 20% 40% 60% 80% 100%
Social Media (not paid)
Online Display Ads
Social Display Ads
Radio
Print Ads
TV
Search
SMS Text Message
Direct Mail
Mobile App
Email
Website
Greeter (Awareness)
Influencer (Consideration)
Closer (Decision)
Source: Experian Marketing
Services March 2014
Sorted by
Closer (Decision)

10. Augustine Fou- 10 -
Digital DR vs Branding by Industry
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Direct Response
Branding
Direct
response vs
branding by
industry
Travel is
heavily DR
while
entertainment
is mainly
branding
branding direct response

11. Augustine Fou- 11 -
Within the Digital
Channel

12. Augustine Fou- 12 -
Ad spending in the U.S.
Source: IAB Full Year 2013 reportIn 2013
Performance 65%
CPM/Impressions 33%
Hybrid/Other 2%
Digital is Performance
Augustine Fou- 12 -

13. Augustine Fou- 13 -
Within The Digital Channel
Display and social
(display) are for awareness
Search (organic and paid)
are most useful just before
the decision to purchase.
Source: Google Think Insights
branding performance
Display ads
(social, mobile)
Video ads
(desktop, mobile)
Consumer
Reviews
Search Ads Organic Search
Lead Generation
Twitter Ads

14. Augustine Fou- 14 -
According to a recent Social Media
Marketing University survey of more
than 1,000 marketing professionals in
the U.S., brands are mostly using
Twitter to spread brand awareness.
Surprisingly, driving sales is not nearly
as important to marketers.
Twitter is for Awareness

15. Augustine Fou- 15 -
Video Ads for Branding
Source: BrandAds, Nov 2013

16. Augustine Fou- 16 -
Social Media for Lead Gen
Source: Econsultancy Sept 2013 via MarketingCharts

17. Augustine Fou- 17 -
Paid Search for Sales
Source: Econsultancy Sept 2013 via MarketingCharts

18. Augustine Fou- 18 -
Dr. Augustine Fou – Marketing Consigliere
“I advise clients on optimizing
advertising across all channels. Offline
channels are great for branding while
digital channels are mainly for
performance/direct-response.”
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: http://linkd.in/augustinefou

19. Augustine Fou- 19 -
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