Net
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 Grand Unified Theory of Marketing(tm) – Digital String Theory
UPDATED: March 2014
UPDATED: September 21, 2011
Most people use the term integrated marketing now and it has come to mean loose “integration” or interrelationships between marketing channels, like putting a web address on a TV ad, a QR code on a print ad, etc.
I am adding the following slide called “Unified Marketing – ecosystem of touchpoints” to put forth the concept of unified marketing. This starts by putting the customer in the “middle” and wrapping their purchase funnel around them. Then we add the 3 concentric circles: 1) on-site, 2) off-site, and 3) third party to represent the types of channels at the disposal of the marketer/advertiser.
Then all tactics can be plotted on this single, unified marketing chart to reveal whether there are any gaps (not enough activity) or redundancies (too much spend).
Unified Marketing – ecosystem of touchpoints
Additional Reading: Digital is a Philosophy
ORIGINAL POST
Just as physicists and mathematicians have been searching for the grand unified theory of the universe, I have been looking for a way to tie together the disparate disciplines of marketing and advertising, a way to correlate metrics from different industries that interrelate with marketing (e.g. market research, Nielsen, etc.), a way to put all past theories in context and perspective (Michael Porter’s Five Forces, Net Promoter, etc.), and a way to explain marketing successes and failures — all in one.
My method is the scientific method – which is simply put doing experiments and making observations that either support or refute hypotheses.
A grand unified theory will also need to be able to take into account phenomena such as social networks, etc. What are the organizing principles of such; what is the value?
Why now?
Using digital tools — such as search volume trends — we can start to correlate marketing spend effectiveness across different forms of media and also different advertising and marketing techniques. The example below compares eTrade and @Drobo. What is most embarrassing is that eTrade, a well known brand from the first dot-com heyday, spent lots of money creating and airing TV ads which it hoped would go viral. They even paid for Superbowl ads for the last 2 years to promote the “eTrade talking babies” as you see from the 2 spikes in search volume during February of 2008 and 2009. However, when compared to Drobo (a startup company that developed a very easily upgradeable back up hard drive array), it is shocking to note that Drobo spent NOTHING on advertising and relied entirely on word of mouth and an awesome product. And their search volume is not only larger than eTrade but also sustainably larger despite zero advertising and media cost. The “totals” even suggest that the volume under the curve of Drobo is 8X (EIGHT TIMES) that of eTrade.
So if you consider that eTrade spent millions of dollars to create the TV ads and even more millions of dollars to air them on TV in order to drive interest, demand, and hopefully new customers, then Drobo can be considered to have gotten the equivalent of 8X more dollars in advertising and media – for FREE using techniques and channels other than TV advertising. So what does that say about the relative value of TV advertising compared to these other, newer techniques?
godaddy vs megan fox
Grand Unified Theory of Marketing – Digital String Theory
Digital Consigliere
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
http://twitter.com/acfou
Send Tips: tips@go-digital.net
Digital Strategy Consulting
Dr. Augustine Fou LinkedIn Bio
Digital Marketing Slideshares
The Grand Unified Theory of Marketing
Collaborators – Digital Profs
Pages
Popular Posts
- The Grand Unified Theory of Marketing(tm) - Digital String Theory
- Samsung 52 inch HDTV $9.99 at BestBuy - purchase receipt below (6:21a eastern time August 12, 2009)
- What is Web 3.0? Characteristics of Web 3.0
- Marketing Costs Normalized to CPM Basis for Comparison
- Try On New Glasses in Warby Parker's Virtual Booth
- Netflix vs Blockbuster - Perfect example of an industry replaced by a more efficient version of itself
- Facebook Has Publicly Redefined Itself As A Search Company (FB)
- HP Mini 311 Nvidia ION Netbook Hackintosh'ed
- Facebook advertising metrics and benchmarks
Tags
Prototype Web Services
- drag2share – quickly share news items by drag and drop on email addresses
- LivePhotoFrame – upload and remotely manage a digital photo frame via unique URL
- MedleyTuner – create a continuous listening experience by uploading mp3s
- MusicSamplr – discover new artists and music, listen to samples
- SharedMost – what links on ANY webpage are shared most?
- Signatory – sign and date a document and verify it hasn't been altered since that exact time.
- WebTeleprompter – just what it says it is
Archives
- February 2016 (2)
- January 2016 (6)
- October 2015 (2)
- September 2015 (7)
- August 2015 (6)
- July 2015 (2)
- June 2015 (5)
- May 2015 (4)
- April 2015 (32)
- March 2015 (57)
- February 2015 (79)
- January 2015 (86)
- December 2014 (69)
- November 2014 (98)
- October 2014 (150)
- September 2014 (109)
- August 2014 (44)
- July 2014 (92)
- June 2014 (118)
- May 2014 (173)
- April 2014 (130)
- March 2014 (247)
- February 2014 (167)
- January 2014 (222)
- December 2013 (167)
- November 2013 (111)
- October 2013 (116)
- September 2013 (214)
- August 2013 (210)
- July 2013 (200)
- June 2013 (87)
- May 2013 (87)
- April 2013 (70)
- March 2013 (114)
- February 2013 (89)
- January 2013 (136)
- December 2012 (96)
- November 2012 (130)
- October 2012 (147)
- September 2012 (93)
- August 2012 (93)
- July 2012 (112)
- June 2012 (71)
- May 2012 (82)
- April 2012 (80)
- March 2012 (122)
- February 2012 (114)
- January 2012 (129)
- December 2011 (60)
- November 2011 (54)
- October 2011 (29)
- September 2011 (17)
- August 2011 (30)
- July 2011 (18)
- June 2011 (19)
- May 2011 (22)
- April 2011 (23)
- March 2011 (52)
- February 2011 (69)
- January 2011 (108)
- December 2010 (82)
- November 2010 (67)
- October 2010 (68)
- September 2010 (44)
- August 2010 (101)
- July 2010 (61)
- June 2010 (28)
- May 2010 (28)
- April 2010 (26)
- March 2010 (33)
- February 2010 (21)
- January 2010 (13)
- December 2009 (4)
- November 2009 (2)
- October 2009 (14)
- September 2009 (6)
- August 2009 (19)
- July 2009 (34)
- June 2009 (11)
- May 2009 (4)
- April 2009 (6)
- March 2009 (13)
- February 2009 (32)
- January 2009 (25)
- December 2008 (1)
- October 2008 (1)
- June 2008 (1)
- November 2007 (1)
1 in 3 Viewers Despises Television And Wants To See It Die
Source: http://www.businessinsider.com/poll-results-1-in-3-viewers-despises-television-and-wants-to-see-it-die-2011-12
We recently polled Business Insider readers on their attitudes to paying for cable and satellite TV, and we asked for your comments on the future of television itself.
The survey was prompted by the news that a generation of “cord-nevers” and “cord-cutters” is forming — young people who don’t want to pay for cable TV because their laptops and mobile devices provide plenty of free video.
By late Friday, 910 votes had been cast and the result was overwhelming:
Here are the full results:
(The live poll is still open, incidentally.) Obviously, the poll is biased: It’s a self-selecting audience of people who are already getting their news from the web.
Meet the “cord-haters”
Having said that, it indicates that “cord-nevers” may not be the TV industry’s main problem. Rather, judging by the comment boards underneath both the poll and the original story about the death of TV, it is the “cord-haters”: People who actively despise traditional television with its clutter of irrelevant advertising and brainless programming. They are overjoyed that the web now offers an alternative way to watch shows and movies at a fraction of the cost.
The Credit Suisse report identified new technology as the culprit that is now eating TV’s business. But as far as B.I. readers are concerned, it’s not just about the ease of watching movies on an iPad. Rather, it’s that they find TV to be of such low quality that they just don’t want to watch any more of it. Only now has new technology allowed them to watch shows and movies without all of TV’s baggage, such as paying for 500 channels when you really only watch about 10.
Here are some comments from the cord-haters (more here):
Steven: The thing I hate about TV is you only watch a couple stations 99% of the time, but you pay for 150+ stations.
dargoola: This year I cut most of the digital premium channels with on demand add-ons because I never have time to watch them.
There’s a core Of TV channels I watch but it’s shrinking. I’m getting more of my news from the Internet, i blog a lot, and spend more time socially on the net. But TV is still it for the pure pleasure of vegging out and being entertained.
realchuck: I’ve stopped paying some 5 years ago. I installed a ‘seedbox’ with a friendly 3rd-world country hosting provider and just leech torrents (automatically). It costs me some $50 per month including unlimited traffic. So I get TV-shows on the next day, auto-downloaded, and any blu-ray movie – also on the next day. I don’t have to respect any delays imposed by the assholes in the industry.
flubber: TV will fail because of the parent companies and advertisers. How many infomercials do we need?
How many times do they need to cut to commercial during a football game? Quite frankly I do not watch a lot of TV anymore because the amount of real content being aired is a joke and the amount of commercials is just downright insulting. I download everything or watch it on the net.
Dean Wormer: The traditional TV folks are stuck. But they think this is about Netflix, Hulu etc. It’s not. Their product stinks. It’s been this way for years and its getting worse. Hulu is just methadone to get you off the crack pipe.
Krissy: Let us be real here, most regular network TV on now is pure unadulterated shite.
iWonder: Cable isn’t what it used to be. I had cable primarily for channels like Discovery, Science and History but now it seems those networks are being overrun by the same trash programming that took over the big networks a decade ago. Cable isn’t worth it now, 150+ channels and nothing worth watching, that’s why I’m done with it.
jasno: I abandoned broadcast TV because of the incessant commercials. Even on the discovery channel it’s too much. Worse, the commercials are pretty much never for anything that I might possibly buy. For example, I am never going to buy a Chevy Silverado pickup, or any truck, but I have been subjected to about 97,391 commercials for pickup trucks.
Some readers defended TV, saying it still played a useful role in their lives:
rusty syringe: Gave it up for awhile but came back this year. Direct TV’s free Sunday Ticket offer was to good to pass up.
As with most guys I know, if it weren’t for ESPN, NFL, and NBA I wouldn’t get cable. Sports is all I watch on TV.
Frank Castle: I’ve tried all the streaming services and the image quality is crap. With Comcast I have a crystal clear 1080 signal with Dolby digital sound. I have no desire to gather everyone around the laptop to view a show. All these services also are geared to the solo viewer. What do you do when Mom wants to watch HGTV, I’m watching a game, the kids have on disney channel. Your telling me running all those sevices seperately is going to be cheaper then another cable connection?
SEE ALSO: The Facebook Advertising Hall Of Fame: Here’s Who Is Nailing It On The Social Network
Please follow Advertising on Twitter and Facebook.
Join the conversation about this story »
See Also:
—
drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)
Share this:
Tags: advertising, basic cable, business insider, cable tv, clutter, Comcast, comment, content, credit suisse, crystal, culprit, Cutters, death, discovery, Dolby, everyone, everything, flubber, generation, haters, Image, industry, Internet, iPad, jasno, joke, laptop, Let, live poll, lot, low quality, mobile devices, Mom, month, movie, Net, Netflix, nevers, new technology, NFL, parent, pay tv, plenty, poll results, programming, quality, realchuck, report, role, satellite, satellite tv, Science, solo, syringe, third, ticket, time, traditional television, traffic, truck, tv industry, tv service, video, watching, Web, year