ISBN 9780071074216,Everything I Know About Marketing I Learned From Google

Everything I Know About Marketing I Learned From Google



Tata McGraw - Hill Education

Publication Year 2010

ISBN 9780071074216

ISBN-10 007107421X


Number of Pages 352 Pages
Language (English)


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 play book. 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 TABLE OF CONTENTS Chapter 1. Relevancy Rules Chapter 2. Tap the Wisdom of Crowds Chapter 3. Keep It Simple, Stupid Chapter 4. Mindset Matters Chapter 5. Be Where Your Audience Is Chapter 6. Don't Interrupt Chapter 7. Act Like Content Chapter 8. Test Everything Chapter 9. Track Everything Chapter 10. Let the Data Decide Chapter 11. Brands Can Be Answers Chapter 12. Your Unique Selling Proposition Is Critical Chapter 13. Your Competition Is Broader Than You Think Chapter 14. You Can Learn a Lot from a Query Chapter 15. Sex Sells Chapter 16. Altruism Sells Chapter 17. Show Off Your Assets Chapter 18. The More Shelf Space, the Better Chapter 19. Make Your Company a Great Story Chapter 20. Don't Rely on Search Engine Marketing Alone Chapter 21. Future-Proofing Conclusion Index