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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.
- Sales Rank: #708794 in Books
- Published on: 2010-08-26
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x 1.13" w x 6.30" l, 1.41 pounds
- Binding: Hardcover
- 352 pages
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.
Most helpful customer reviews
9 of 9 people found the following review helpful.
Solid marketing-relevant text for companies who use SEO/SEM
By Mark Ailsworth
I'm a huge fan of Malcolm Gladwell's books... I think I'm most inspired by his easily approachable writing style that exposes and explores big concepts in easily understood, and easily digestible terms, all while making sure the reader cracks a smile or a laugh at every page-turn.
I'm thrilled to have found another writer with that exact same style: Aaron Goldman. Goldman's book is a must for every early student of marketing, but even old dogs will find more than just a few new tricks here. Goldman has brought insights about Google's user approach that any humble webmaster or humble CMO (there aren't that many actually) can immediately begin to put into practice to correct their own confusing jumble of HTML madness. As marketers we try so hard to make sure that our users see everything we're about immediately upon arrival at our site, but the array of starbursts, auto-initiated audio & video, rich media silliness, and javascript fireworks only serves to complicate our message and leave the user even more bewildered about our value than when they first arrived.
Goldman articulates a simple model (one that easily fits into a lobe and a half of your frontal cortex) that will help you rarify and clarify your message so that consumers will finally "get" you. If you've struggled to divine the right words to sound your internal rallying cry, this book's for you. If you return to your company's website day after day and constantly wonder how to better array the information that's there, this book's for you. If you need a book to give your stuck-in-the-dark-ages CEO, this book's for you. It's not a "how-to book," however, so don't expect to improve your search rankings the moment you put the book down, but you will return to your desk with a renewed vision to strive for simplicity and clarity.
One of my favorite insights from Goldman's book is why Google makes the choices that they do in product development and release. I've read everything the WSJ has ever written about Google, but even I didn't consider the side benefits that Google realized by launching Google 411 and Google Voice. Apparently listening to accents and dialects from around the US and the world helps them improve their voice recognition software, and that to me is sheer genius. Look to the consumer to do your homework for you. The lesson here is that as a marketer you need to know what the secondary effect will be of any product you launch... how can you leverage the information you'll collect? Anyone with a website today needs to think about their strategy in accordance with the rules and guidelines Goldman has laid out.
You'll want to be sure you take full advantage of the [...] reader companion for a LOT more content. You'll find how-to info there, and a bunch of other soul-satisfying tips. Goldman lays out the theory and structure for Google-relevant marketing in the book, but walks you through step-by-step at the site.
This is a marketing text that every brand needs to consume to stay ahead.
7 of 7 people found the following review helpful.
Necessity For All Marketers
By Adam C.
I've been in online media for 10+ years and decided to check out this book assuming that very little of the information would be stuff I didn't already know or hadn't already read somewhere. But, I like to stay on top of everything digitial marketing so I read it. I could not have been more surprised about how fresh and insightful Goldman's lesson and anecdotes were. If you are a marketer at any level, online or offline, this book is a must-read. You'll have it finished in a week and will be better equipped professionally after having done so. Well-done, Mr. Goldman.
7 of 7 people found the following review helpful.
Quick & Essential Guide For Internet Marketers
By CFetter
This book will allow any business owner or marketer to understand the basic principals of driving online business. Goldman really does keep it "simple, stupid" with his tips on branding, driving leads and positioning yourself in the marketplace. Great read!
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