[(Everything I Know I Learned from TV )] [Author: Mark Rowlands] [Apr-2007]

by Aaron Goldman

Want Market Share? Google It! “Google is a once-in-a-generation company. Aaron Goldman has writtenan essential book that goes beyond telling us how Google became soimportant to explaining why the revolution it‘s leading will affecteveryone in media and marketing.“ —Brian Morrissey, Digital Editor, Adweek “An insightful tour of the elements that have made Google successful combinedwith 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 namebecomes a verb—and no one knows thatbetter than Google. In just over 10 years,Google has become the world‘s most valuablebrand, consistently dominating its category andgenerating $6 billion in revenue per quarter. How does Google do it? In a marketing. You may not think Google does much marketing.Indeed, it doesn‘t do a lot of what has traditionallybeen viewed as marketing. But in today‘s digitalworld, marketing has taken new shape—andGoogle is at the cutting edge. In Everything I Know about Marketing I Learnedfrom Google, digital marketing expert AaronGoldman offers 20 powerful lessons straightfrom Google‘s playbook. Taking you deep intothe inner workings of the Googleplex (which aresimpler than you think), Goldman provides theknowledge and tools you need to build and growyour brand (which is also simpler than you think). Along the way, he shows how Google‘s tacticsare being used by a wide range of successfulcorporations, from Apple to Zappos. Key Tap into the Wisdom of Get the signalsyou need directly from your customers Keep It Simple, Craft messagespeople can grasp in a nanosecond andpass along Don‘t Join the conversation—but avoid disrupting it Act Like Provide value, notsales pitches Test Take no detail of your programfor granted; you can always improve Show Off Your Distribute yourbrand everywhere The beauty of it all is that these Googley lessonscan be applied to every aspect of marketing,in organizations of any size. Whether you run aPR department in a multinational corporation orserve 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 onmarketing. Use Everything I Know about MarketingI Learned from Google to remake your ownorganization‘s marketing—and engage morecustomers than ever.

Genres: Business, Nonfiction, Management, Entrepreneurship

Unknown Binding

First published August 5, 2010

Reviews

[Carla Parreira]

A simplicidade é um dos pontos principais, com a página inicial do Google sendo minimalista, focando na eficiência e na confiança do usuário. O Google se tornou sinônimo de ferramenta útil, priorizando a relevância em suas buscas, o que é considerado um grande desafio. O livro menciona que o Google prefere não exibir anúncios irrelevantes, enfatizando que a relevância é o produto em si. A discussão se estende à importância de testes constantes, exemplificada pela famosa história dos 41 tons de azul, que simboliza uma cultura de otimização baseada em dados. Essa abordagem não deve eliminar a intuição, pois a hipótese de teste muitas vezes surge do entendimento do mercado. A conexão entre testes e conteúdo é ressaltada, onde os anúncios do Google se misturam aos resultados, parecendo informações úteis. O conteúdo de qualidade é essencial para o SEO, e empresas como Quicken e American Express se destacam por oferecer valor real. O artigo também menciona que o sucesso passado não garante o futuro, trazendo à tona a discussão sobre o futuro da busca, onde assistentes virtuais como Siri realizam tarefas, mudando a interação do usuário. Isso levanta questões sobre como as marcas se posicionarão nesse novo cenário, onde a visibilidade e a relevância precisarão ser conquistadas em um ecossistema diferente, com foco em integrações diretas com assistentes e dados estruturados.A estratégia de agir como conteúdo de valor, em vez de ser uma interrupção, é fundamental para o futuro do marketing digital. Com o avanço da inteligência artificial e assistentes virtuais que se tornam cada vez mais inteligentes, a forma como as marcas se conectam com os consumidores está mudando. A relevância não será mais apenas sobre ser encontrado, mas sim sobre ser integrado ao fluxo da vida digital das pessoas de maneira inovadora. Essa nova abordagem exige que as empresas reflitam sobre como construir pontes para esse futuro que já está se desenhando. A integração ao cotidiano dos usuários se torna um desafio, onde a capacidade de antecipar necessidades e oferecer soluções de forma fluida será crucial. Essa transformação no marketing de busca implica em repensar estratégias e criar experiências que se alinhem com as expectativas e comportamentos dos consumidores em um ambiente digital em constante evolução.

[Scott Daniels · Rating 2 out of 5]

I thought the whole thing was rather bogus - just Google fanboy stuff. Google knows squat about marketing. As John C Dvorak has noted, the only time you ever hear about Gooogle products is when they kill them.

[Mike Mailutha · Rating 5 out of 5]

Best book around!!!

[Chris McHenry · Rating 2 out of 5]

Some useful insights, but overall superficial. Some of the chapters seemed to stretch marketing concepts to somehow have an ancillary tie to Google. Others tried to generalize aspects of Google's business model to marketing. Overall, I found it to be a bit disjointed. I admittedly was looking for some better coverage of Internet marketing and while there Were some nuggets of this, they didn't add up to anything all that insightful.

[Dio Handoyo · Rating 3 out of 5]

Not a basic marketing book, but the concepts are interestingly presented. It lacks structure and connection between chapters (however, some kind of summary of key concepts is included in the last chapter, making it easier to get the big picture). However, the sheer volume of real life examples are good as enrichment materials.

[David Dalka]

I interviewed Aaron Goldman about his book Everything I Know About Marketing I Learned From Google

[Manu · Rating 3 out of 5]

Great insights into strategic marketing operations. Tells so much about how Marketing at Google works and how companies have been adapting their marketing strategies to make them more Google-Centric and Google-able!

[Julia · Rating 5 out of 5]

If you've ever wondered how far that corporate motto "Don't Be Evil" got Google, here's your book.

[Leonard · Rating 3 out of 5]

The book describes how Google uses some of the basic marketing tools such as getting close to the customer, collecting data and analyzing data. A decent book but no enlightening thoughts.

[Theodore Kinni · Rating 3 out of 5]

Marketing consultant Goldman uses Google to illustrate digital marketing lessons - some more noteworthy than others.