Everything I Know about Marketing I Learned From Google (MARKETING/SALES/ADV & PROMO) - Hardcover

Goldman, Aaron

Hardcover

ISBN 10: 0071742891 ISBN 13: 9780071742894

Publisher: McGraw Hill, 2010

Synopsis

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.

About this title

From the Back Cover:

In Everything I Know about Marketing I Learned from Google, digital marketing guru Aaron Goldman shares 20 lessons from the world's most ubiquitous brand to help you better engage your customers and prospects.

You'll 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 world's most innovative brands that have integrated lessons from Google into their own marketing strategy. You'll 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:

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.

About this edition

• Publisher: McGraw Hill
• Publication date: 2010
• ISBN 10: 0071742891
• ISBN 13: 9780071742894
• Binding: Hardcover
• Number of pages: 352