If you’re doing advertising and you’re not doing sufficient ‘catching’ in digital channels you are missing out on harvesting ROI.

1. Don’t Do Advertising
for Someone Else
Dr. Augustine Fou
January 24, 2013
-1- Augustine Fou

2. This AT&T TV Ad…
Supposedly touting “the largest 4G network”
http://www.youtube.com/watch?v=c8Y_oeYlmUw
-2- Augustine Fou

3. … drove sales for Audible
Specific titles: Moby Dick, Odyssey spiked up
Odyssey Moby Dick
-3- Augustine Fou

4. Case Example: Kodak
Pitching + Catching
Canon and Fuji were harvesting ROI online because they had
better search optimized websites and better reviews on Amazon.
-4-

5. Pitching AND Catching
Instead of …
Traditional Digital
VS
Metric: Metric:
Size of Actions of
Audience Users
Pitching + Catching
-5-

6. So What?
“If you‟re doing advertising and
you‟re not doing sufficient
„catching‟ in digital channels
you are missing out on
harvesting ROI.”
- Dr. Augustine Fou
-6- Augustine Fou

7. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on optimizing
marketing activities across
channels with a „unified
marketing‟ approach.”
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/augustinefou
@acfou Augustine Fou

8. Related Slideshares
How to Steal ROI from Competitors’ Branding
By: Augustine Fou, June 1, 2012
Re-branding is a Waste of Money
By: Augustine Fou, Aoril 17, 2012.
The Biggest Lies of TV Advertising
By: Augustine Fou, May 1, 2012.
-8- Augustine Fou