Everything I Know about Marketing I Learned From Google
Search in google:
In Everything I Know about Marketing I Learned from Google, digital marketing guruAaron Goldman shares 20 lessons from the world’s most ubiquitous brand to help youbetter engage your customers and prospects.You’ll learn how to do everything from initiating digital “conversations” withcustomers to testing and quantifying your efforts. In addition to his expert insight, Goldmandelivers case studies featuring some of the world’s most innovative brands that haveintegrated 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 ladderAnd now you, too, can Google your business to build meaningful connections with 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. 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
Acknowledgments and Other MiscellanyIntroduction 11 Relevancy Rules 132 Tap the Wisdom of Crowds 253 Keep It Simple, Stupid 414 Mindset Matters 555 Be Where Your Audience Is 696 Don't Interrupt 857 Act Like Content 998 Test Everything 1139 Track Everything 12710 Let the Data Decide 14311 Brands Can Be Answers 16512 Your Unique Selling Proposition Is Critical 17913 Your Competition Is Broader Than You Think 19914 You Can Learn a Lot from a Query 21315 Sex Sells 22716 Altruism Sells 23917 Show Off Your Assets 25718 The More Shelf Space, the Better 27119 Make Your Company a Great Story 28520 Don't Rely on Search Engine Marketing Alone 29921 Future-Proofing 313Conclusion 331Index 333
