Everything I Know about Marketing I Learned From Google | Aaron Goldman

Summary of: Everything I Know about Marketing I Learned From Google
By: Aaron Goldman


Discover the ‘Googley’ principles that have led Google to become the Internet’s king of marketing and learn how you can apply them to your own marketing strategy. In the book ‘Everything I Know about Marketing I Learned From Google,’ author Aaron Goldman provides 20 valuable lessons drawn from Google’s incredible success. With a clear focus on relevancy, simplicity, and data-driven decision-making, these principles are applicable across a wide range of industries and can help transform the way you interact with your customers.

Google’s Marketing Lessons

Google’s success in digital marketing is emblematic among the marketing giants. With an annual revenue of over $20 billion and profits exceeding $8 billion, Google is the king of marketing. Its mission speaks for itself, “organize the world’s information and make it universally accessible and useful.” This summary highlights some of the key “Googley” marketing lessons that businesses can learn to improve their marketing strategies.

One of Google’s secrets to success is its relevancy rule. Its search results are tailored to provide customers with relevant information to solve problems, make decisions and more. Therefore, businesses must focus on how to become relevant to their customers, create the best possible mousetrap, and solve their problems. For example, similar to Apple’s brand, companies should have their brand filter to market their operations.

Crowdsourcing refers to adding value to the community rather than just providing customers with a product. Like Google’s internal PageRank program and the wisdom of crowds, businesses should put the impetus of crowds to work for the company’s prosperity.

Another Google marketing principle is simplicity. Google’s website displays a model of simplicity that other businesses should emulate. Having an uncluttered webpage, providing a clear, unique selling proposition, and utilizing Google’s website optimizer, can massively improve your operation.

Google’s data-driven decision-making characterizes the company, and businesses should follow suit. Testing the strategy comprehensively to obtain objective data can significantly increase leads and conversions. Therefore, Google advises tracking everything from advertising copy, exposure interaction, and conversion rates.

Many companies rely heavily on search engine marketing (SEM) to target audiences in the digital realm. Google’s marketing lessons dictate that ad campaigns should focus on brand affinity. The company strongly believes that brands represent trust, authority, and reputation. Therefore, to make a brand the answer to customers’ problems, provide search ads in 95 or fewer characters.

Google’s success inspires businesses to provide unique selling propositions that encapsulates their brand’s essence in a few words or a slogan. For instance, Google’s AdWords offering’s slogan, “It’s all about results,” encapsulates everything that makes Google an attractive buy for advertisers, i.e., performance, accountability, and return on investment.

Businesses embarking on marketing campaigns should do an in-depth view of their competitors in all market segments. Although Google’s primary competitors are Microsoft, Yahoo, and Apple, other competitors such as AT&T, Adobe, Kodak, and Rand McNally may surprise businesses. Through evaluating competitors using tools such as comScore, businesses can effectively identify new opportunities.

Google strongly believes in altruistic activities; hence their highly publicized credo, “Do no evil.” Green marketing initiatives and providing meaningful information to the public can have a positive impact on brand recognition.

Effectively telling your company’s growth story and how your audience developed through PR ties in with Google’s marketing lessons. Companies should document their progress, share their stories and growth trajectory with customers, and build strong relationships.

Finally, the future of marketing is in app creation. For example, search marketing companies like Canadian-based Enquiro Search Solution predict that apps will continue to become more dominant forms of marketing, not only to find but also to use data for customers’ needs. Companies who embrace app creation may avoid being left behind as the world becomes more internet-engaged.

The Future of High-Tech

In the next decade, RFID tags will be implanted in products, pets, and humans, blurring the line between objects and information. Objects will “consume their own meta data” and communicate with each other in an API economy, resulting in a significant change. Google has become the world’s most valuable brand, generating $6 billion per quarter. As the landscape changes, Google will keep up and capitalize on it, and it’s essential to do the same.

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