Everything I Know about Marketing I Learned From Google / Edition 1

by Aaron Goldman

Overview

Want Market Share? Google It!

“Google is a once-in-a-generation company. Aaron Goldman has writtenan essential book that goes beyond telling us how Google became soimportant to explaining why the revolution it’s leading will affecteveryone in media and marketing.”
—Brian Morrissey, Digital Editor, Adweek

“An insightful tour of the elements that have made Google successful combinedwith a usable guide on how to apply this learning to your business.”
—Rishad Tobaccowala , Chief Strategy & Innovation Officer, Vivaki

About the Book

You know you’ve hit it big when your namebecomes a verb—and no one knows thatbetter than Google. In just over 10 years,Google has become the world’s most valuablebrand, consistently dominating its category andgenerating $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 doesn’t do a lot of what has traditionallybeen viewed as marketing. But in today’s digitalworld, marketing has taken new shape—andGoogle is at the cutting edge.

In Everything I Know about Marketing I Learnedfrom Google, digital marketing expert AaronGoldman offers 20 powerful lessons straightfrom Google’s playbook. Taking you deep intothe inner workings of the Googleplex (which aresimpler than you think), Goldman provides theknowledge and tools you need to build and growyour brand (which is also simpler than you think).

Along the way, he shows how Google’s tacticsare being used by a wide range of successfulcorporations, from Apple to Zappos. Key principlesinclude:

• Tap into the Wisdom of Crowds: Get the signalsyou need directly from your customers
• Keep It Simple, Stupid: Craft messagespeople can grasp in a nanosecond andpass along
• Don’t Interrupt: Join the conversation—but avoid disrupting it
• Act Like Content: Provide value, notsales pitches
• Test Everything: Take no detail of your programfor granted; you can always improve
• Show Off Your Assets: Distribute yourbrand everywhere

The beauty of it all is that these Googley lessonscan be applied to every aspect of marketing,in organizations of any size. Whether you run aPR department in a multinational corporation orserve as the sole marketer in a small business,these tactics work.

In its mission to “organize the world’s information,”Google has rewritten the book onmarketing. Use Everything I Know about MarketingI Learned from Google to remake your ownorganization’s marketing—and engage morecustomers than ever.

Product Details

ISBN-13:	9780071742894
Publisher:	McGraw Hill LLC
Publication date:	08/05/2010
Pages:	352
Product dimensions:	6.60(w) x 11.06(h) x 1.18(d)

About the Author

Aaron Goldman is Chief Marketing Officer at Kenshoo, where he puts lessons learned from Google to good use through global technology solutions for managing online advertising. Goldman lives in Chicago.

Table of Contents

Acknowledgments and Other Miscellany vii

Introduction 1

1 Relevancy Rules 13

2 Tap the Wisdom of Crowds 25

3 Keep It Simple, Stupid 41

4 Mindset Matters 55

5 Be Where Your Audience Is 69

6 Don't Interrupt 85

7 Act Like Content 99

8 Test Everything 113

9 Track Everything 127

10 Let the Data Decide 143

11 Brands Can Be Answers 165

12 Your Unique Selling Proposition Is Critical 179

13 Your Competition Is Broader Than You Think 199

14 You Can Learn a Lot from a Query 213

15 Sex Sells 227

16 Altruism Sells 239

17 Show Off Your Assets 257

18 The More Shelf Space, the Better 271

19 Make Your Company a Great Story 285

20 Don't Rely on Search Engine Marketing Alone 299

21 Future-Proofing 313

Conclusion 331

Index 333

Editorial Reviews

Ever wonder how Google got so popular? How it transformed itself from an interface to an authority and became the multibillion-dollar marketing machine it is today? Do you wonder whether you could apply Google's strategies to marketing your own products? If so, this book is a great start. Goldman, a digital-marketing authority, outlines 20 lessons that laypeople can use to market their products and services successfully online. Lessons include how to get near the top of search results, keeping marketing simple, and testing and tracking everything you do. The author includes URLs throughout the chapters where readers can access additional content online. The book also delves into the top-secret Google algorithm in order to help people market more successfully. A related work worth consulting is Jeff Jarvis's What Would Google Do? VERDICT Written with humor and frankness, this book is as appealing as a manual for marketing as it is for armchair reading. Anyone interested in the pop culture of Google will appreciate it.—Poppy Johnson-Renvall, Mesalands Community Coll. Lib., Tucumcari, NM

Library Journal