Avinash Kaushik is THE leader in web analytics. He’s brilliant.
On his blog, Occam’s Razor by Avinash Kaushik, he posted a speech he gave to the Canadian Marketing Association where he discussed how marketing was traditionally measured offline and how it is being done online. This was good.
Then he broke it down when it comes to measuring online data. This was better.
Finally, he hit the nail on the head when it came to the conclusion as to why there is so much mediocrity online with ineffective results.
Yet if you look around you on the web you’ll see that we swim in a sea of mediocrity. We still see irrelevant blinking banner ads. You’ll see astonishingly sucky websites, belonging to come of the best companies in the world. You’ll bump into advertising that is remarkable in how irrelevant it is to customer intent. You’ll see horrid landing pages. You’ll experience missing calls to action, rambling text, and waterboarding through Adobe Flash.
So why is it like then when we have the technology. We have the capability to build it better than it was before. Better, stronger, faster.
Here are Mr. Kaushik’s three reasons.
- The web has been around forever and yet it is not in the blood of the executives who staff the top echelons of companies.
Make no mistake, they are smart, they are successful and they want to do better. But the web is such a paradigm shift that if it is not in your blood it is very difficult to imagine its power and how to use it for good.
How do you demand innovation & creativity & radical rethink if you can’t imagine it?
- We still believe in and live in the world of “shout marketing”, the thing we have practiced on tv and radio and magazines all our lives.
It is not that we don’t mean well. But our mental models are jaded.
We still believe in getting lots of impressions. We want to interrupt. We don’t despise irrelevance enough. We care about “eyeballs”. Because that is all we know. Unfortunately the web (/interactive /digital /social) mandates new mental models, and we are the old dog that won’t learn new tricks.
- Our lousy standards for accountability.
Pause and think of how we measure success today. We measure “reach”, we measure “exposure” and other such lame metrics. Partly because that is all we have been trained to expect.
So what’s a hard working online marketer to do to fix the problem?