Synopses & Reviews
Want Market Share? Google It! “Google is a once-in-a-generation company. Aaron Goldman has written an essential book that goes beyond telling us how Google became so important to explaining why the revolution its leading will affect everyone in media and marketing.”
Brian Morrissey, Digital Editor, Adweek
“An insightful tour of the elements that have made Google successful combined with a usable guide on how to apply this learning to your business.”
Rishad Tobaccowala , Chief Strategy and Innovation Officer, Vivaki
About the Book
You know youve hit it big when your name becomes a verband no one knows that better than Google. In just over 10 years, Google has become the worlds most valuable brand, consistently dominating its category and generating $6 billion in revenue per quarter.
How does Google do it? In a word: marketing.
You may not think Google does much marketing. Indeed, it doesnt do a lot of what has traditionally been viewed as marketing. But in todays digital world, marketing has taken new shapeand Google is at the cutting edge.
In Everything I Know about Marketing I Learned from Google, digital marketing expert Aaron Goldman offers 20 powerful lessons straight from Googles playbook. Taking you deep into the inner workings of the Googleplex (which are simpler than you think), Goldman provides the knowledge and tools you need to build and grow your brand (which is also simpler than you think).
Along the way, he shows how Googles tactics are being used by a wide range of successful corporations, from Apple to Zappos. Key principles include:
- Tap into the Wisdom of Crowds: Get the signals you need directly from your customers
- Keep It Simple, Stupid: Craft messages people can grasp in a nanosecond and pass along
- Dont Interrupt: Join the conversation but avoid disrupting it
- Act Like Content: Provide value, not sales pitches
- Test Everything: Take no detail of your program for granted; you can always improve
- Show Off Your Assets: Distribute your brand everywhere
The beauty of it all is that these Googley lessons can be applied to every aspect of marketing, in organizations of any size. Whether you run a PR department in a multinational corporation or serve as the sole marketer in a small business, these tactics work.
In its mission to “organize the worlds information,” Google has rewritten the book on marketing. Use Everything I Know about Marketing I Learned from Google to remake your own organizations marketingand engage more customers than ever.
Synopsis
"Everything I Know About Marketing I Learned from Google presents 20 sophisticated marketing techniques that take readers well beyond simply advertising with Google. They can be applied to every aspect of marketing, from public relations to product development to promotions to brand strategy.
"
G
Synopsis
In
Everything I Know about Marketing I Learned from Google, digital marketing guru Aaron Goldman shares 20 lessons from the worlds most ubiquitous brand to help you better engage your customers and prospects.
Youll learn how to do everything from initiating digital “conversations” with customers to testing and quantifying your efforts. In addition to his expert insight, Goldman delivers case studies featuring some of the worlds most innovative brands that have integrated lessons from Google into their own marketing strategy. Youll see how:
- Apple is Googling its customers to remain relevant to their passion points
- GE is Googling its marketing plans by selling altruism
- Threadless is Googling its products by tapping the wisdom of crowds
- Barack Obama Googled his way to the top of the political ladder
And now you, too, can Google your business to build meaningful connections with more customers than ever!
About the Author
About the Author Aaron Goldman is a ten-year digital marketing veteran and Founder and Managing Partner of Connectual, a firm that delivers digital marketing consulting, recruiting, and business development servces.
Before starting Connectual, Goldman was VP, Marketing & Strategic Partnerships for Resolution Media, an Omnicom Media Group Company. During his nearly five years at Resolution Media, Goldman helped grow the company from eight employees to over 100 and $200+ million in annual search media billings. In his role on the executive team, Goldman managed corporate marketing, industry relations, and business development, landing new accounts like Bank of America, Dell, Gatorade, Hertz, FedEx, Frito Lay, Lowe's, and State Farm, among others.
Prior to Resolution Media, Goldman spent five years at MaxOnline, now a part of Ask.com/IAC. He currently serves on the executive board of directors for the Chicago Interactive Marketing Association (CIMA). He has been published in iMediaConnection and DMNews, quoted in the New York Times, and has a regular column in MediaPost's Search Insider.
Table of Contents
Table of Contents
Chapter 1 Relevancy Rules
Chapter 2 Tap the Wisdom of Crowds
Chapter 3 Keep it Simple, Stupid
Chapter 4 Mindset Matters
Chapter 5 Be Where Your Audience Is
Chapter 6 Dont Interrupt
Chapter 7 Act Like Content
Chapter 8 Test Everything
Chapter 9 Track Everything
Chapter 10 Let the Data Decide
Chapter 11 Brands Can Be Answers
Chapter 12 Your Unique Selling Proposition is Critical
Chapter 13 Your Competition is Broader Than You Think
Chapter 14 You Can Learn a Lot From a Query
Chapter 15 Sex Sells
Chapter 16 Altruism Sells
Chapter 17 Show Off Your Assets
Chapter 18 The More Shelf Space the Better
Chapter 19 Make Your Company a Great Story
Chapter 20 Dont Rely on Search Engine Marketing Alone
Chapter 21 Future-Proofing