Everything i know about marketing i learned from google

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

[...]... learned from Google and you will too in Chapter 3—it’s always wise to keep it simple, stupid Google Juice Google is notorious for its employee perks Free lunches Free laundry Free haircuts Free time Google makes it clear that everything it does is in the best interests of its employees Google is also notorious for its PR machine Defending data retention policies Fighting off claims of monopoly Tweaking... selling altruism This is a book about iconic brands like Apple that are Googling their customers to remain relevant to their passion points And this is a book about innovative upstarts like Threadless that are Googling their products by tapping the wisdom of the crowds If Google s mission is to “organize all the world’s information and make it universally accessible and useful,” then my mission is to... M i s c e l l a n y Disclosures 1 I have business relationships with many of the companies and individuals referenced in this book, but there are four that have directly put money in my pocket over the past year—Resolution Media (consulting), Adify Media (consulting), SocialVibe (recruiting), and MediaPost (conference planning—the writing is gratis) 2 I own stock in some of the companies covered in... Web site home pages, or in the number-one ad slot on Google Music is all about being cool, and being cool is all about being on the cutting edge By placing its ads in premium positions, Apple subtly reinforces its premium attributes—not to mention justifies those high prices—and makes itself relevant to an audience that wants to think of itself as on the leading edge Behold, the Apple marketing filter... sifts through 100,000 job applications each month and, since its inception, has hired over 20,000 people largely using one baseline criteria for all new hires—a college GPA of 3.0 or higher In this book, I ll break down the Google mystique to its lowest common denominators, distilling simple truths that you can apply to your marketing initiatives And no, you don’t need a 3.0 GPA to read this As I learned. .. n g I K n o w A b o u t M a r ke t i n g I L ea r n e d f r o m G o o g le Google Unplugged Google has spawned an entire industry of companies that try to reverse engineer its algorithms to claim top rankings for themselves and their clients Search engine optimization—or SEO, as it’s known to those of us with true geek credentials—is the practice of improving a brand or Web site’s visibility on Google. .. advertising Google makes it clear that it handles every issue based on the best interests of its users 5 6 E v e r y t h i n g I K n o w A b o u t M a r ke t i n g I L ea r n e d f r o m G o o g le Google is also notorious for being a frenemy to Madison Avenue Google built an innovative ad platform helping media agencies deliver ROI for their clients But in the process, Google built an innovative ad... their Introduction products And we’ll see how McDonald’s found the fountain of youth by showing off its assets Finally, we’ll envision what the wide world of Google will look like 10 years from now and consider what you can do today to future-proof your marketing Trying to make your marketing gel? The proof ’s in the Google pudding Google Yourself This book is about Google This book is about marketing. .. chief strategy and innovation officer at Publicis Groupe’s VivaKi and founder of digital marketing think tank Denuo, observes, the iPad fits a gap Apple fans didn’t even know existed in their lives In a post on the Denuology Web site, Tobaccowala calls the iPad the perfect “slouch” device The Mac is perfect for “sitting” Rele v a n c y R u le s at a desk while “working/creating.” The iPhone and iPod... certainly pick up some tips for accomplishing that Herculean feat And this isn’t a book about creating the next Google although, if your business plan has the words “Googlekiller” in it, you’ll want to pay close attention This is a book about what Google has taught me and the rest of the world about marketing This is a book about global Fortune 500 firms like GE that are Googling their marketing plans . as a series of bylines in MediaPost titled, Everything I Need to Know about Marketing I Learned from Google. ” The good folks at MediaPost were quite accommodating when it came to letting me. year—Resolution Media (consulting), Adify Media (consulting), SocialVibe (recruiting), and MediaPost (conference planning—the writing is gratis). 2. I own stock in some of the companies covered in this. time. Google makes it clear that everything it does is in the best interests of its employees. Google is also notorious for its PR machine. Defending data retention policies. Fighting off claims