Avinash Kaushik

Albert Einstein is quoted as saying “If you can't explain it simply, you don't understand it well enough.” Whether he actually said those words is in question, but the idea is not new and the concept should be put to the test whenever you’re developing strategic solutions.

Marketers may be concerned that their ads are being blocked, but the publishers promising the advertisements will see traffic are the real ones sweating. The problem was, they didn’t know how many visitors were using ad blockers.

Here's what's easy: Measuring the effect of individual engagements like Web page views, email opens, paid and organic search clicks, call center interactions, Facebook likes, Twitter follows, tweets, retweets, referrals, etc. Here's what's hard: Understanding the combined effect of your promotions across all those channels. Many marketers turn to online attribution methods to assign credit for all or part of an individual order across multiple online channels. es as the independent variables.

Being a marketer today is tough. But with hard work comes opportunity and the digital/mobile/social age has provided marketers opportunities no previous generation of marketers has been able to achieve. Last week I attended Vocus‘ Demand Success Conference in Washington DC. Besides the ever aspiring keynote speakers including Randi Zuckerberg, Adrian Grenier, Avinash Kushik and Judy Smith, the conference sessions and networking opportunities provided a never-ending flow of inspiration and creativity

Dig deep for the cause of the worst marketing and PR, and you’ll find a rich vein of ego. It comes in many forms. A creative director pushes a campaign she came up with, even though it’s far inferior to the three her colleagues suggested. A CEO is so happy with his own Klout score, he blasts out a press release. A company starts a blog to write exclusively about itself and how amazing its products are. Letting your ego guide your marketing and communications efforts is like giving yourself an achievement award

I'm immensely excited about how completely mobile platforms impact our lives. Not just the hyper-fast access to information and being able to call whomever you want wherever you are, but also in more fundamental ways around the globe by empowering farmers to get better rates for their crops, or helping children to learn in new ways, or making revolutions ever more efficient. I'm a lot less excited when I think about the imagination that we've brought to bear on mobile platforms and business/marketing. Legions of companies still don't fundamentally grok the sweet power that this platform brings with it.

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