Feb
ClickZ articles by Augustine Fou, PhD
Dr. Augustine Fou is Group Chief Digital Officer of Omnicom’s Healthcare Consultancy Group. He has nearly 15 years of digital strategy consulting experience and is an expert in data mining, analytics, and consumer insights research, with specific knowledge in the consumer payments, packaged goods, food/beverage, retail/apparel, and healthcare sectors.
Dr. Fou has provided strategic counsel on the use and integration of online marketing to clients such as AT&T, IBM, Intel, ExxonMobil, MasterCard, Unilever, Pepsi, DrPepper, Frito Lay, Taco Bell. KFC. Atari, Conde Nast, Hachette Filipacchi, Victoria’s Secret, Liz Claiborne, and others. He has served as expert witness on online payments for the Federal Reserve Bank of New York, and advised government agencies such as the Norwegian Trade Counsel, the Gouvernement du Quebec, Invest in Sweden Agency, and the Canadian Consulate.
Dr. Fou is an Adjunct Professor at New York University in the Integrated Marketing Department of the School for Continuing and Professional Studies. He also writes a monthly column for ClickZ’s Experts Columns on Integrated Marketing and is a frequent speaker and panelist at online and advertising industry conferences.
He started his career with McKinsey & Company and recently served as SVP, Digital Lead at McCann/MRM Worldwide. Dr. Fou completed his PhD at MIT at the age of 23 in the Department of Materials Science and Chemical Engineering.
Recent articles by Augustine Fou
The 22 Immutable Laws of Marketing No Longer Apply, Part 3
Debunking the laws of singularity, unpredictability, success, failure, hype, acceleration, and resources. Last in a three part (3 comments) Apr 1, 2010
The 22 Immutable Laws of Marketing No Longer Apply, Part 2
Why the laws of duality, the opposite, and others no longer hold true. Second in a three-part (1 comments) Mar 4, 2010
The 22 Immutable Laws of Marketing No Longer Apply
The game has changed as the balance of power shifts away from advertisers to the very people they used to target. First in a three part (14 comments) Feb 4, 2010
10 Commandments of Modern Marketing
A list of the 10 rules every marketer should follow to meet consumer needs in (18 comments) Jan 7, 2010
Is Believing in Behavioral Targeting Like Believing in Santa?
Should we have grown out of our naïve belief in behavioral (25 comments) Dec 17, 2009
What’s Wrong With the Net Promoter Score
Three reasons why the Net Promoter score is a waste of (19 comments) Nov 19, 2009
How to Do Social Marketing in Heavily Regulated Industries
Financial services, pharmaceutical, and healthcare are ripe for social marketing. Here’s (11 comments) Oct 22, 2009
A New Definition of ‘Digital’
Defining ‘digital’ as the collection of habits and expectations of today’s consumers — and what that means to (7 comments) Sep 24, 2009
Metrics, Metrics Everywhere
Thanks to social networks and digital tools, metrics can provide relevant marketing research in real time and reveal new business (3 comments) Aug 27, 2009
Branding Today: Why It’s Ineffective, Irrelevant, Irritating, and Impotent
Brands must act on real-time consumer feedback to continuously develop awesome (51 comments) Jul 31, 2009
Advertising Does Not Create Demand, But…
It may help fulfill demand. Understand the (18 comments) Jul 2, 2009
Consumers Have Changed, So Should Advertisers
Five ways that consumers have irreversibly altered their expectations online and (7 comments) Jun 4, 2009
Social Media Benchmarks: Realities and Myths
Benchmarks to avoid and others to embrace. (5 comments) May 7, 2009
The ROI for Social Media Is Zero
If social marketing’s done right, the potential ROI could be infinite. Five tips to get you (51 comments) Apr 9, 2009
How to Use Search to Calculate the ROI of Awareness Advertising
Planning an awareness campaign in TV or other media? Advertisers can now correlate money spent on that campaign to a lift in sales — and estimate the return on (4 comments) Mar 12, 2009
Social Intensity: A New Measure for Campaign Success?
A look at two metrics that online marketers should pay attention to today. And they are not frequency and (4 comments) Feb 11, 2009
Beyond Targeting in the Age of the Modern Consumer
Three tips for using “missing link” marketing to solve targeting’s Jan 15, 2009
Experiential Marketing
Consumers are savvy and informed; they won’t just take your word on a product. Experiencing the product is more important than (1 comments) Dec 18, 2008
Search Improves All Marketing Aspects
Search is much more than just an opportunity for marketers to push out another Nov 20, 2008
Social Commerce: In Friends We Trust
How to integrate social networks into your marketing (1 comments) Nov 6, 2008
the American phone subsidy model is a RAZR way of thinking in an iPhone world
Source: http://www.engadget.com/2010/02/23/editorial-the-american-phone-subsidy-model-is-a-razr-way-of-thi/
The concept is simple enough — pay more, get more. So it has gone (historically, anyway) with phone subsidies in this part of the world, a system that has served us admirably for well over a decade. It made sense, and although it was never spelled out at the customer service counter quite as clearly as any of us would’ve liked, it was fairly straightforward to understand: you bought a phone on a multi-dimensional sliding scale of attractiveness, functionality, and novelty. By and large, there was a pricing scale that matched up with it one-to-one. You understood that if you wanted a color external display, a megapixel camera, or MP3 playback, you’d pay a few more dollars, and you also understood that you could knock a couple hundred dollars off of that number by signing up to a two-year contract. In exchange for a guaranteed revenue stream, your carrier’s willing to throw you a few bucks off a handset — a square deal, all things considered. So why’s the FCC in a tizzy, and how can we make it better?
Editorial: the American phone subsidy model is a RAZR way of thinking in an iPhone world originally appeared on Engadget on Tue, 23 Feb 2010 20:00:00 EST. Please see our terms for use of feeds.
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Apple, Android, and RIM winners in 2009 smartphone growth, Nokia and Symbian still dominate
Source: http://www.engadget.com/2010/02/23/gartner-apple-android-and-rim-winners-in-2009-smartphone-os-g/
Gartner just released its annual numbers for worldwide mobile phone sales to end users in the year known as two thousand nine. Looking at smartphone OS market share alone, Gartner shows the iPhone OS, Android, and RIM making the biggest gains (up 6.2%, 3.4%, and 3.3% from 2008, respectively) at the expense of Windows Mobile (down 3.1%) and Symbian (down 5.5%). Although Gartner says that Symbian “has become uncompetitive in recent years,” (ouch) it concedes that market share is still strong especially for Nokia; something backed up by Nokia’s Q4 financials and reported quarterly smartphone growth of 5%. Regarding total handsets of all classifications sold, Nokia continues to dominate with 36.4% of all sales to end users (a 2.2% loss from 2008) while Samsung and LG continue to climb at the expense of Motorola (dropping from 7.6% to 4.5% of worldwide sales in 2009) and Sony Ericsson. See that table after the break or hit up the source for the full report.
Gartner: Apple, Android, and RIM winners in 2009 smartphone growth, Nokia and Symbian still dominate originally appeared on Engadget on Tue, 23 Feb 2010 05:05:00 EST. Please see our terms for use of feeds.
Twenty-four telecom operators unite to form Wholesale Applications Community
Source: http://www.engadget.com/2010/02/15/twenty-four-telecom-operators-unite-to-form-wholesale-applicatio/
Big doings over in Barcelona today. Twenty-four telecom operators, with the support of the GSMA and three major hardware manufacturers, have formally announced they will come together to form the Wholesale Applications Community. Essentially, the goal of the alliance will be to create a viable, cohesive and open industry platform for mobile app developers. Members of the Community will include AT&T, China Mobile, China Unicom, Deutsche Telekom, NTT DoCoMo, Orange, TeliaSonera, Sprint, Verizon Wireless, and Vodafone among others, and they’ll be supported in their endeavors by LG, Samsung and Sony Ericsson. The total customers of the group is about 3 billion, giving WAC (our name) some considerable — albeit theoretical for the moment — power. The group plans to work on coming up with a standard for working across platforms over the next twelve months. WAC’s website just went live a bit ago — there’s a link to it below — and the full press release is after the break.
Continue reading Twenty-four telecom operators unite to form Wholesale Applications Community
Twenty-four telecom operators unite to form Wholesale Applications Community originally appeared on Engadget on Mon, 15 Feb 2010 05:06:00 EST. Please see our terms for use of feeds.
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Superbowl 44 Ads That Made It
Sadly only 2 made it on Google’s Hot Trends today (Day 1) after Superbowl 44. We may hit ZERO on Day 2.
Last year, by Day 3, the advertisers who paid for Superbowl ads dropped off the Hot Trends list.
See The Ephemerality of Superbowl Halo http://bit.ly/bUZJb6
Yep, like I said, by Day 2 (Feb 9) the 2 that were on dropped off. But Denny’s made the top 20 …
How Megan Fox got the equivalent of $50 million of Superbowl ad spending – for FREE! — the marketing of Megan Fox
godaddy superbowl ad spending led to sharp spikes in search volume every February for the last 5 years straight. Other advertisers who spent on Superbowl ads have similar lift in search volume from the TV advertising.
Source: Google Insights for Search
If you believe that lift in search volume indicates interest and intent and if you consider that each 30-second ad cost $3 million in 2009 (WSJ: NBC Super Bowl Ads to Cost $3 Million) and assuming GoDaddy’s ad did not air more than once, they spent $3 million to get their ad in front of a TON of people and to get people’s attention. Those people who saw the ad and were interested enough to take action went online and searched for more information by typing godaddy into search (see lift in search volume during February of each year) .
If we assume that it took $3 million to generate a certain lift in search we can use multiples to calculate the media dollar equivalent of any lift in search — for example, if godaddy spent $3 million to get X lift in search, then a 2X lift in search would have required $6 million of media (in a very very simplified back of the envelope estimate; it usually would cost more than 2x to get that lift) — i.e. it would have cost at least $6 million in superbowl ad media dollars to achieve a 2X lift in search volume.
So, if we now compare search volume on megan fox side by side with godaddy search volume, we will see that in Feb 2009 Megan Fox was indexing at 21 while godaddy was indexing at 12 (this is normalized to a scale of 0 – 100). So search volume on megan fox indicates she was getting the equivalent value to $6 million of super bowl media ad spend – FOR FREE — roughly 2X the search volume of godaddy in the same time period.
At the peak of her search volume in June 2009 (corresponding to the release of Transformers 2: The Revenge of the Fallen), she was indexing at 100 and godaddy at 7. This is 8x the index of godaddy of 12 during the Feb 2009 time period when they were airing their superbowl ads. This implies that she was getting the search volume that would have required the equivalent to a $24 million super bowl ad spend to achieve — again for FREE!
If you want to research futher, use the following link to bring up Google Insights for Search to see relative search volume
http://www.google.com/insights/search/#q=godaddy%2Cmegan%20fox&cmpt=q
In February 2008, Megan Fox indexed at 8 and GoDaddy at 8. In 2008, Superbowl ad spots cost only $2.7 million — so she had the equivalent search volume as a paid advertising spending $2.7 million on a Superbowl ad.
In 2007, Godaddy indexed at 6 during Feb 2007 Superbowl. Megan Fox indexed at 43 during the July release of the first Transformers movie — this is an 8X multiple on Superbowl ads that cost $2.6 million — or $21 million
So the perfect “product placement” of Megan Fox in the two Transformers movies garnered her nearly $50 million worth of advertising based on search volume equivalency. This does not even take into account her sustained and increasing search volume, compared to most advertisers’ search volumes which drop right back down to pre-ad levels once the ad is finished airing.
the problem with online metrics – it’s estimated, approximated, or extrapolated
TechCrunch based the following post on ComScore numbers, which shows “MySpace currently has 124 million monthly unique visitors, compared to Facebook’s 276 million” in Feb 2009.
http://www.techcrunch.com/2009/03/23/facebook-hockey-sticks-while-myspace-languishes/
But checking Compete and QuantCast the numbers are not just slightly different, they are way different.
Compete: Facebook 74M; MySpace 53M in Feb 2009
QuantCast: Facebook 79M; MySpace 66M in Feb 2009
Given the huge discrepancy, the only thing that can really be concluded is that Facebook has overtaken and is larger than MySpace now and continuing to widen the lead.
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Recent Articles by Dr. Augustine Fou
- Augustine Fou | ClickZ
- ClickZ Welcomes Augustine Fou | ClickZ
- The ROI for Social Media Is Zero | ClickZ
- A New Definition of 'Digital' | ClickZ
- Social Commerce: In Friends We Trust | ClickZ
- 10 Commandments of Modern Marketing | ClickZ
- Digital is the DNA of All Advertising | ClickZ
- Experiential Marketing | ClickZ
- Social Intensity: A New Measure for Campaign Success? | ClickZ
- Beyond Targeting in the Age of the Modern Consumer | ClickZ
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