{"id":103280,"date":"2012-06-22T00:19:00","date_gmt":"2012-06-22T05:19:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/dont-be-stupid-words-of-advice-from-avinash-kaushik\/"},"modified":"2024-12-31T06:26:29","modified_gmt":"2024-12-31T11:26:29","slug":"dont-be-stupid-words-of-advice-from-avinash-kaushik","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/dont-be-stupid-words-of-advice-from-avinash-kaushik\/","title":{"rendered":"\u201cDon\u2019t Be Stupid!\u201d\u2013Words Of Advice From Avinash Kaushik"},"content":{"rendered":"

\"\"<\/a>Among the standing room only crowd at the SES conference in Toronto\u00a0last week, Avinash Kaushik, the Google Marketing Evangelist spoke about the things that annoy users and keep businesses from maximising their online results.<\/p>\n

There were two points that really stood out. “The obsession businesses have with ranking is stupid,” he said. The primary goal of your marketing campaign should not be to get the highest ranking on a search engine results page. The key to success lies in making sure that consumer’s queries are answered, that they are directed to relevant content and that it is easy for them to conduct business transactions.<\/p>\n

This may seem like a marketing truism, but he pointed to many examples of businesses online who put their business priorities ahead of the needs of consumers. This is done sometimes by making consumers go to the homepage of a business’ website rather than a landing page focused on the customer’s objective. It pays, he says, to give the user exactly what they want.<\/p>\n

“All actions havea value”.<\/strong> The second major point he made was to focus on what drives business success. Think beyond just accumulating clicks. Conversions may take an average of 15 days depending on the category. One click does not tell the whole story. In order to understand the path to purchase, marketers have to look at the entire accumulation of steps that the consumer took in order to understand how to influence consumers appropriately. He said, “Giving credit to first click in multichannel attribution is like giving credit to my first girlfriend for marrying my wife”.<\/p>\n

There is an interconnectivity among multiple channels that help focus the marketing message<\/a> and using multiple channels ensures that a business will be found everywhere a consumer searches. The web is the ultimate expression of nurturing a consumer relationship so that businesses can respond to the specific user needs and are able to provide the most appropriate product to purchase. These words of advice are not new. They are the same messages that we talk to clients about all the time, but it is nice to hear that the much-lauded Google Evangelist preaches these things too.<\/p>\n

Avinash’s top insights include: <\/strong><\/p>\n

1. The web is about creating happiness for the users. Three things are supremely important online when it comes to users– acquisition, experience and loyalty. It is obvious that without targeting and acquiring the right user, no business results are possible. This is not generally done through one click but through a process where a relationship develops with your company or brand.<\/p>\n

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