Plan better, rank higher, and think performance!
Marketel was at the Google Think Performance conference in Toronto last week to scoop up some key insights.
At last week’s Google Think Performance conference in Toronto, the incredibly enthusiastic, best-selling author and Digital Marketing Evangelist for Google, Avinash Kaushik, took the stage to talk about all things web. While several experts made presentations, Kaushik really grabbed our attention, so we compiled a few share-worthy insights:
Over the past few years, online retail has gained a major advantage over offline because it allows for 24-hour shopping. But in order to do it right, retailers need to be at the right intersection of influence, experience, and value, Kaushik explains. How? In terms of influence, the truth is that the masses aren’t checking out print as much anymore, they’re spending a lot more time online and on mobile platforms (coming in second to TV). Just like Kaushik, Marketel believes that it’s important to increase the investment into online brand advertising and mobile.
User experience is also a key factor, and not enough brands are offering proper online and mobile experiences, despite this being where the action is! Kaushik gave two thumbs up to Walmart and Lululemon as examples of brands that are getting it right. The third factor at the intersection is value. By not advertising or investing in easy, positive mobile experiences, brands could be missing valuable extra opportunities. They can’t be afraid to spend money to make money!
However, great experiences can start at any touchpoint (like TV, video, etc.), so we believe it’s important to provide the right information quickly. Metrics are at the centre of every digital initiative, and the challenge is to find a way to navigate efficiently on all platforms. By accurately measuring success with the right metrics (Kaushik recommends TrueSocialMetrics.com), brands can keep track of the conversation and what’s working for them.
We’d like to thank Avinash Kaushik for his insightful (and energetic!) presentation and recommend checking out his blog at Kaushik.net for more.
At last week’s Google Think Performance conference in Toronto, the incredibly enthusiastic, best-selling author and Digital Marketing Evangelist for Google, Avinash Kaushik, took the stage to talk about all things web. While several experts made presentations, Kaushik really grabbed our attention, so we compiled a few share-worthy insights:
Over the past few years, online retail has gained a major advantage over offline because it allows for 24-hour shopping. But in order to do it right, retailers need to be at the right intersection of influence, experience, and value, Kaushik explains. How? In terms of influence, the truth is that the masses aren’t checking out print as much anymore, they’re spending a lot more time online and on mobile platforms (coming in second to TV). Just like Kaushik, Marketel believes that it’s important to increase the investment into online brand advertising and mobile.
User experience is also a key factor, and not enough brands are offering proper online and mobile experiences, despite this being where the action is! Kaushik gave two thumbs up to Walmart and Lululemon as examples of brands that are getting it right. The third factor at the intersection is value. By not advertising or investing in easy, positive mobile experiences, brands could be missing valuable extra opportunities. They can’t be afraid to spend money to make money!
However, great experiences can start at any touchpoint (like TV, video, etc.), so we believe it’s important to provide the right information quickly. Metrics are at the centre of every digital initiative, and the challenge is to find a way to navigate efficiently on all platforms. By accurately measuring success with the right metrics (Kaushik recommends TrueSocialMetrics.com), brands can keep track of the conversation and what’s working for them.
We’d like to thank Avinash Kaushik for his insightful (and energetic!) presentation and recommend checking out his blog at Kaushik.net for more.
