MarTech360 Interview with Johnny Hughes, Co-Founder & CMO at Avenue Z

Embrace Innovation: Stay ahead by adopting the latest technologies and trends, particularly in areas like AI and social commerce, to enhance customer engagement and operational efficiency.

As a digital futurist and AI search and B2B marketing expert, co-founder, and CMO at Avenue Z, how do you approach digital transformation for mission-driven brands?

As a digital futurist and AI search and B2B marketing expert, I approach digital transformation for mission-driven brands by focusing on mission alignment in technology, data, and AI, and having a scalable and sustainable growth methodology. Ensuring that digital tools and strategies reinforce the brand’s core values and mission, using advanced analytics and AI to gain insights into audience behaviors and optimize marketing strategies, all while implementing a growth plan to foster long-term solutions and engagement with stakeholders. This approach helps mission-driven brands stay true to their purpose while effectively navigating the digital landscape.

Johnny, can you tell us about your professional background and your current role at Avenue Z. Also tell us how Avenue Z differentiates itself from other companies in the same space?

With decades of experience, I’ve had the privilege of assisting enterprise brands in improving their online presence and achieving lasting growth through innovative omnichannel marketing strategies. Back in 2007, I founded the Zillas agency, where a strategic blend of top-notch creativity and advanced digital marketing techniques converge to meet the needs of today’s business leaders. I have a passion for providing solutions to organizations and have had my hands in many different industries, including healthcare, fintech, manufacturing, technology, entertainment, and tourism, having worked with notable clients, including AAA, Trust Bank, AdventHealth, Orlando Magic, Goodwill, Boys & Girls Club, and Piper Aircraft.  Now, as the Chief Marketing Officer for Avenue Z, my role is to continue our efforts to integrate marketing advancements from emerging technologies like Web3, Generative AI (such as Funnel GPT), and Web XR into the visionary approach that we believe will lead the way for digital convergence across the Avenue Z Network.

How does Avenue Z drive influence with convergence?

It’s really quite simple when you break it all down. Avenue Z’s focus is on smart media, combined with smart content, driven by smart technology and data analytics. We drive influence across all platforms, from Wall Street Journal to TikTok, and leverage the skills of each of our leaders to make it all possible.

Also Read: MarTech360 Interview with Ash Parikh, Chief Marketing Officer at Trellix

What is convergence, and what benefits does it provide to B2B and B2C businesses?

Convergence is the integration of various media, technologies, and data to create a unified approach to business strategies. For both B2B and B2C businesses, this integration offers numerous benefits. It ensures consistent messaging across all channels, which strengthens brand recognition. It also enhances customer experience by providing seamless interactions, whether through digital or physical touchpoints. Furthermore, convergence allows businesses to gather and analyze data from multiple sources, leading to more informed and strategic decisions. This unified approach ultimately improves operational efficiency, broadens reach, and fosters stronger brand loyalty.

How do current market trends impact Avenue Z’s client success, and what methods or technology does Avenue Z use to stay attuned to evolving customer needs?

Current market trends impact Avenue Z’s client success by necessitating adaptive strategies and technologies to meet evolving consumer expectations. Avenue Z leverages advanced analytics, AI-driven insights, and real-time market research to stay attuned to these changing needs. By closely monitoring shifts in consumer behavior and industry developments, Avenue Z proactively adjusts its services to align with client goals, ensuring relevance and effectiveness in a dynamic market.

Could you explain how Avenue Z is integrating AI and machine learning into its solutions and marketing services?

​​Avenue Z integrates AI and machine learning into its solutions by utilizing these technologies to enhance data analytics, personalize marketing strategies, and optimize campaign performance. Additionally, these technologies automate our routine tasks, such as content generation for our clients and customer segmentation, freeing up resources for more strategic initiatives. This integration ensures that Avenue Z’s marketing services are not only data-driven but also adaptive to real-time market changes. We’ve also utilized AI in TikTok Shop. With social commerce rapidly evolving, our agency wanted to seize this moment to strengthen our position in the market as a top provider, especially in search. The goal was clear: dominate the search rankings for “TikTok Shop Agency” (despite having a relatively ‘new’ domain) and build robust brand equity within the social commerce arena. What resulted was a classic case of expert-level SEO strategy combined with high-quality digital content, deployed rapidly, resulting in an unprecedented climb from 0 to top SERP rankings in 45 days. The strategy for Avenue Z was unique in that it involved leveraging both our new domain, Avenue Z, and the established authority of our subsidiary brand, The Snow Agency. This dual-domain approach allowed us to capitalize on the strengths of both brands. Avenue Z would focus on robust website architecture and fresh content creation, while The Snow Agency would use its established presence to build up its SERP rankings around the new “TikTok Shop Agency” keywords to drive traffic and authority through strategic cross-domain linking and social promotion. Since then, both Avenue Z and The Snow Agency have been listed as top AI Overview (AIO) brands on Google’s AI platforms, solidifying our authority and credibility in the social commerce and AI-driven marketing spaces.

What is the biggest problem you or your team is solving this year?

Two things, AI innovation and social commerce. For AI Innovation,  we are particularly focusing on advancements in AI Search and leveraging AI to optimize search capabilities and innovate new solutions that keep our clients at the forefront of this rapidly evolving technology. For Social Commerce, we are pioneering strategies in this space to maximize client engagement and sales through these channels. Our goal is to integrate seamless shopping experiences within social media, driving both brand visibility and revenue growth.

What advice do you have for other leaders who are looking to drive growth for their brand?

For leaders looking to drive growth for their brands, I recommend focusing on a few key strategies:

1. 1. Embrace Innovation: Stay ahead by adopting the latest technologies and trends, particularly in areas like AI and social commerce, to enhance customer engagement and operational efficiency.
   2. Customer-Centric Approach: Prioritize understanding your customers’ needs and tailor your offerings accordingly. Personalized experiences can significantly boost loyalty and growth.
   3. Agility and Adaptability: Be ready to pivot and adapt strategies in response to market changes and evolving consumer behaviors. Flexibility is crucial for staying relevant and competitive.

Is there anything that you’re currently reading, or any favorite books, that you would recommend?

I recommend checking out Simon Sinek’s work for insights on leadership and motivation. Additionally, “The 15 Invaluable Laws of Growth” by John Maxwell is an excellent book for personal and professional development, offering practical advice on how to achieve continuous growth. For those interested in marketing and leadership from a CMO’s perspective, “The CMO Podcast” by Jim Stengel provides valuable insights through interviews with top marketing executives, discussing their experiences and strategies for driving brand success.