Avinash Kaushik: The Art of Marketing Q&A

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Avinash Kaushik, digital marketing evangelist for Google and CEO of Market Motive, recently sat down with The Art Of at our backstage studio to talk web analytics, marketing and what it takes to get started in today’s business climate.

Avinash describes his latest book, Web Analytics, 2.0 as a cluster of ideas that marketers can implement right away. The book is intended to try to get marketers to think less about data and more about marketing and to expect more from their online channels.

The industry is experience a huge shift from shout marketing to conversation marketing. Marketers are no longer focused on interrupting consumers with product messaging, but rather their attention has turned to creating influence and experiences. For Avinash, this shift is not happening fast enough. Consumers are already two to three years ahead; marketers need to focus on how consumers engage, how they spend their time and how they consume media in order to keep up. It is this intersection between traditional digital channels such as search with social and mobile, commonly referred to as SoLoMo, that interest Avinash.

In today’s world, it has never been easier to get started in business. According to Avinash, any person or brand can go out and create their own platform or subscriber base. Thanks to today’s highly connected world, marketers or professionals hoping to start a business no longer need “permission” or large sums of money to gain the type of reach they need to grow their business. As a result, Avinash encourages everyone to find something that they are good at or passionate about and start using these online tools that are, for the first time, available for little to no cost.

The most important thing is to find the social channels that work best for you, “if it plays against your strengths or if it doesn’t create economic value, it’s not worth it”. Avinash warns business owners to be ruthlessly efficient when coordinating their online efforts; “don’t simply chase the coolest thing in social media”.