Everything I Know about Marketing I Learned From Google Hardcover – Aug 26 2010
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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.
Inside This Book(Learn More)
Most Helpful Customer Reviews on Amazon.com (beta)
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.
I also didn't really care for all of the detailed pondering about how/why Google does random, unimportant things. For instance, there are a few pages talking about how Google chose the order of its colors in its lettering. Great, I'm glad they tested every combo possible and came up with some nifty arrangement that conveys their uniqueness for the .0000001% of people who notice the colors are the primary band with 1 out of order. How does that help me drive customers to call me after they view my site?
I would have loved to see a discussion about what kinds of things are critical to put on my site in order to get customers to call. What information do they want to see? How much should be text versus pictures? How to incorporate SEO into this? Comparison of the different types of customer and how they like to be sold to, etc...
Anyway, I think this is more geared towards corporate VPs and the like. I really don't see a small business owner getting much use out of it besides a few tidbits here and there.
I like this book. It isn't perfect. It is more a "forest" book than a "trees" book, but Adam provides great marketing food for thought and some useful web links and concrete hands on items as well. First and foremost, the chapter on your Universal Selling Proposition (USP) really should be read, first. Are you a tax accountant in Detroit, a hypnotherapist in New York City, or perhaps you sell organic probiotics over the Web... Find your USP, says Aaron, and orient your Google marketing around it. He uses examples as from All State Insurance and has little fill-in-the-blank figures to help you, discover and refine your USP.
It's his best chapter that unifies the "forest" (What do you want to be as a company?) with the "trees" (How do you turn this big goal into concrete marketing steps?).
But therein lies the rub. Trying to be both a "forest" book and a "tree" book, Everything I Know About Marketing sometimes fails to be either. At the "forest" level, it isn't really an easy beach book of mind candy like The Tipping Point. Aaron discusses the newspaper business, for example, and how Google / the Web has all but destroyed it... But he doesn't really explain any alternatives, beyond newspapers becoming pure advertising; nor does he really delve into the social / political / marketing implications of the coming media collapse. So forest lovers will be left a little unsatisified.
At the "tree" level, the book mentions various tools and tricks to help your company dominate Google, but it often isn't clear if those tips and tricks are just for AdWords (paid advertising) or for SEO. As for SEO, he gives it short shrift in the introduction, dismissing SEO as "not that complicated" (pg. 4). But the book gives few practical hands on tips for dominating either AdWords or SEO - for those issues, you are better off with a Dummies book, or taking one of the practical AdWords / SEO classes I teach online (just Google Jason McDonald SEO to find me and my online classes). The devil so often is in the details, and at the "tree" level more than the "forest" level, Everything I Know about Marketing disappoints.
The solution? Buy this book, AND ALSO buy a few practical books on AdWords and/or SEO. Or take a local class on SEO / AdWords or take an online class like those I teach. The two together will be powerful food for thought. You can click on my profile to find a list of my recommended SEO / AdWords books.
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