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

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Overview

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:

And now you, too, can Google your business to build meaningful connections with more customers than ever!

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Editorial Reviews

Library Journal
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
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Product Details

  • ISBN-13: 9780071742894
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 8/5/2010
  • Edition number: 1
  • Pages: 341
  • Sales rank: 1,158,468
  • Product dimensions: 6.60 (w) x 11.06 (h) x 1.18 (d)

Meet 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.

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Table of Contents

Acknowledgments and Other Miscellany

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

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Customer Reviews

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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted May 21, 2012

    End of border

    End of Goldclan border.

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  • Posted June 30, 2011

    more from this reviewer

    Primal marketing lessons from Google

    Companies can learn a lot from Google's top marketing masterminds. Google dominates the online world with the most desirable Internet product - search. With its numerous products and services, Google operates in 36 languages, including Chinese, Hindi, Kyrgyz and Klingon (from "Star Trek"). Internet business expert Aaron Goldman distills Google's marketing magic into basic principles any company can use to increase sales. Goldman seems equal to the intellectual superstars at Google, although he admits he made a costly mistake when he turned down Google's pre-IPO offer to become its Chicago advertising sales rep. getAbstract recommends his savvy book as prime reading for all marketing professionals.

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