Synopsis

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.

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

Biography

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.