Technologies like smartphones and mobile broadband have given consumers constant and instant access to information. This has shifted the power into their hands and away from advertisers and retailers.

1. Augustine Fou- 1 -
Underlying Tech Trends
Enabling Digital Trends
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
March 2014

2. Augustine Fou- 2 -
Computer Use at 81%
Source: Pew Internet, Feb 2014
Augustine Fou- 2 -

3. Augustine Fou- 3 -
Internet Adoption at 87%
Source: Pew Internet, Feb 2014
Augustine Fou- 3 -

4. Augustine Fou- 4 -
Cell Phone Ownership
Source: Pew Internet, Feb 2014
90% have cell phones
Augustine Fou- 4 -

5. Augustine Fou- 5 -
Smartphone Ownership
Source: Pew Internet, Feb 2014
58% use smartphones
Augustine Fou- 5 -

6. Augustine Fou- 6 -
Use of Social Networks
Augustine Fou- 6 -
Source: Pew Internet Dec 2013
Who Uses Social Networks Use on Mobile Devices

7. Augustine Fou- 7 -
Top Online Activities
Source: Pew Internet, April 2012
Augustine Fou- 7 -

8. Augustine Fou- 8 -
Speed of Adoption
Source: Forbes Magazine

9. Augustine Fou- 9 -
Indispensible Tech
Source: Pew Internet, Feb 2014
Augustine Fou- 9 -

10. Augustine Fou- 10 -
Users’ Habits Have
Changed Irreversibly
Augustine Fou- 10 -

11. Augustine Fou- 11 -
Users have instant and …
…constant access to info
“no, that isn’t the ‘best price’
for this HDTV and the
reviews aren’t even that
good… ”
• 43% smartphone owners used
device in-store
• 15% checked prices in-store and
then bought from competitor
Source: comScore 2012
Augustine Fou- 11 -

12. Augustine Fou- 12 -
People ignore “interruption media” and
only pay attention to information they are
seeking. (“Purple Cow” by Seth Godin)
• Direct marketing
• Email marketing
• Online marketing
• Sports marketing
• Word of mouth marketing
• Guerrilla marketing
• Blog marketing
• Event marketing
• Product placement
• In-game marketing
• Sponsorships
Advertisers push message out Users do their own research
Users “pull” info
PULLPUSH
Augustine Fou- 12 -

13. Augustine Fou- 13 -
User Habit: “search”
… if they can’t find you, you don’t exist
Page 1
Most modern users look
no further than page 1
Augustine Fou- 13 -

14. Augustine Fou- 14 -
User Expectation: “now”
… if they can’t find you right now, they’ll leave.
Screen shots of how websites appear on Blackberries
JnJ.com Novartis.com
GSK.com
Augustine Fou- 14 -

15. Augustine Fou- 15 -
Screen-based consumption
Source: Google, August 2012 Multi-screen World
Augustine Fou- 15 -

16. Augustine Fou- 16 -
Users trust peers most..
…ads the least
Augustine Fou- 16 -

17. Augustine Fou- 17 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on using insights from
digital to improve their advertising and
marketing across all channels; and even
more importantly, to synergize and unify the
different tactics to drive business outcomes.”
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
e: acfou@mktsci.com
p: 212-203-7239