Avinash Kaushik Keynote At SES NY Pushes Marketing Focus
Google Digital Marketing Evangelist Avinash Kaushik opened Search Engine Strategies New York this morning with a keynote, which was largely advising digital marketers to get better and more focused in their marketing strategies.
It just so happens that Google announced new social reports for Google Analytics to help marketers do just that.
Here’s one brief video one audience member uploaded to YouTube:
Based on the Twitter reaction, the keynote went over very well with the audience:
Ashley Zeckman at TopRank Online Marketing Blog put together a nice recap of the keynote with 7 things he taught her about optimization. She provides more explanation, but these essentially boiled down to: don’t just optimize for a small group of people, identify both micro and macro conversions, focus on a more broad scale, salary should be based on economic value you deliver, figure out how to move past the 2% (because it only delivers short-term value) and understanding/testing/being “less wrong” are the key things to do when participating in multiple channels.
aiClear Blog has a more in-depth piece on the keynote, concluding with Kaushik’s “high-level takeaways”:
1. Focus on measuring holistic success.
2. Be less wrong over time. Understand, test, learn.
3. Rethink social. Dig into the So what?, Where?, and Why? .
4. Stop guessing. Use controlled experiments.
5. Have insane focus. Have a clear line of sight.