SES Hong Kong – Day 1

Keynote Address: Business Optimization in a Digital Age
Avinash Kaushik
Digital Marketing Evangelist, Google

SES Hong Kong

Avinash started his presentation by announcing how digital marketing is so cheap compared to traditional marketing, and how this makes it affordable for most businesses to really create an amazing experience online for their potential customers. This highlights the fact that it is so easy for those with a smaller budget to make a big splash online, whether they are making their small operation look like a big business, or capitalising on cheap keywords to look like the standout brand to a specific customer.

A few other points by Avinash:  

  • You must provide influence, experience and value to all customers.
  • Find your ugliest pages and bring them up to speed. If you can identify which pages are performing badly, it shouldn’t be that hard to understand what’s wrong and fix it up.
  • One thing will not win your audience, you can not simply Tweet everything. I think what Avinash means here is that you need to engage with your customers across multiple platforms, what works on one platform may not be suitable for another.
  • Need a balance of owned, earned and paid media. Exposure that is owned by the company, as well as earned by the public and also paid media from marketers.
Avinash tried to convince the audience that the success of their websites should not focus on the two percent of visitors that convert, Businesses should be optimising content so that it is useful to the other 98% of visitors as well, the criteria for the success should be a holistic success. Perhaps this is to promote word of mouth, or to satiate web visitors need for information, but it is agreeable what Avinash is saying, people that do not necessarily purchase something, should still walk away feeling satisfied.

Avinash gave examples of other things you can offer the 98% such as coupons, though I’m sure blog posts or DIY articles may also provide visitors with value.

His presentation concluded with a few new, interesting metrics he proposed to the audience:  

  • Conversation rate: This is the number of your audience that engages in discussion regarding something that you have posted.
  • Amplification rate: The number of ‘forwards’ per social contribution. I suppose this to mean Facebook shares, Retweets and reblogging, etc. This metric could be used to measure how much of web exposure is actually stimulated by the public, rather than the company or marketing agencies.
  • Applause rate: Number of ‘likes’ for a certain comment. I’m assuming he meant Facebook likes, but I assume this can also be applied to Google +1’s and more. A way to measure the positive reaction by the public to something on the web.