Description
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. 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 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 Don’t 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 Don’t Rely on Search Engine Marketing Alone Chapter 21 Future-Proofing
