Overview
Main description
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 it’s 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 & Innovation Officer, Vivaki
About the Book
You know you’ve hit it big when your name
becomes a verb—and no one knows that
better than Google. In just over 10 years,
Google has become the world’s 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 doesn’t do a lot of what has traditionally
been viewed as marketing. But in today’s digital
world, marketing has taken new shape—and
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 Google’s 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 Google’s 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
- Don’t 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 world’s information,”
Google has rewritten the book on
marketing. Use Everything I Know about Marketing
I Learned from Google to remake your own
organization’s marketing—and engage more
customers than ever.
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 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
Author comments
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.
Back cover copy
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!
