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AVINASH KAUSHIK: I think that we imprecisely think that
there's still an online and an offline world.
One of my core beliefs is that we now live a non-line world,
that there is no line between the two.
And we, consumers especially, fluidly move between the two,
because there's no friction.
There isn't an incremental cost for me to
go from online offline.
Our companies today still organize themselves in silos,
and execute marketing campaigns in silos.
Some of the best companies I see out there-- there aren't
enough of them--
actually execute in online marketing campaigns.
And it's not simply saying that we're going to do an ad
buy on Google at the same time we do an ad buy in a magazine,
Fortune magazine and a television ad.
It's actually a much, more deeper integrated experience,
because you want to touch consumers regardless of what
channel of choice they have.
So the companies we see doing amazing things are companies
that are saying, we're going to drive people to
the channel of choice.
And we're going to make sure that we're going to leverage
every little strength of that channel of choice in order to
measure success.
So when people choose to come on the phone, there are a set
of measures you can use to measure success.
Though the magnificent thing about the internet is that if
they do come to your website, you can actually measure
success in a much more profound way, what states
people come from, and psychographics, and
demographics, and outcomes to a much deeper extent.
So I tell people that what you want to be doing is not even
think of that question--
online, offline.
How do I merge them?
Think non-line.
And every single time you do a campaign, think non-line,
because it's how consumers behave today.