Everything I Know about Marketing I learned from Google

Googley Lessons Rap

October 21, 2010 by Aaron Goldman

Here’s the $2 bill I dropped at the end of my session at SES Chicago today. Lyrics below…

To all the marketers tryin’ to be frugal,
Buy my book today, learn some lessons from Google.

You’ll find practical tips a plenty,
Through my Googley Lessons 1 through 20.

There’s Chapter 1: Relevancy Rules.
Stay true to your niche, don’t act a fool.

Chapter 2: Tap the Wisdom of Crowds.
Join the conversation, don’t shout out loud.

Chapter 3: Keep it Simple, Stupid.
Attract customers like Cupid.

Chapter 4: Mindset Matters.
Take it from the cat in the pleather hatter.

Chapter 5: Be Where Your Audience Is.
It’s the one sure way to grow your biz.

Chapter 6: Don’t Interrupt.
[cough, cough, cough] Aiight.

Chapter 7: Act Like Content.
It’s the icing on the cake. No, wait, that’s fondant.

Chapter 8: Test Everything.
Do it and make your marketing sing.

Chapter 9: Track Everything.
Do it and watch the cash register ring.
(Cha-ching, cha-ching, cha-ching, cha-ching, ching, ching, cha-ching, cha-ching, cha-ching.)

Chapter 10: Let the Data Decide.
Do the math and then ride, Sally, ride.

Chapter 11: Brands can be Answers.
Just like Jews can be great dancers. [Interlude]

Chapter 12: Your USP is Critical.
It’s Marketing 101. Cut the Umbilical.

Chapter 13: Your Competition’s Broader than You Think.
You’re up against everyone but the kitchen sink.

Chapter 14: You Can Learn a Lot from a Query.
Just ask Eric or Sergey or Larry.

Chapter 15, that is is Sex Sells.
Do it and ring the sales bell.
(Ding, ding, dong. Ding-a-ding ding, ding, dong. Keep the bells ringin’.)

Or Chapter 16: Altruism Sells.
Try it and go to marketing heaven, not hell.

Chapter 17: Show Off Your Assets.
Shake what you got and then place your bets.

Chapter 18: The More Shelf Space the Better.
If you don’t know that, behind the ears, you are wetter.

Chapter 19: Make Your Company a Great Story.
Do it and capture all of the glory.

Chapter 20: Don’t Rely on SEM Alone.
If you don’t know that, son, then it’s time to go home.

There you have it. 20 lessons from me.
Guaranteed to make your business Googley.

Buy my book today, enjoy it with some noodle kugel.
Everything I Know About Marketing I Learned From Google.


Getting Googley at SES Chicago

by Aaron Goldman

Hit up SES Chicago today. Jolly good show.

Here’s the deck I presented in my session, “Get Googley: How to Apply Lessons from SEM to Other Marketing Channels.”

As you may have guessed from the last slide, Tha Lyrical G made an appearance. Will post the rap in its entirety in a separate post. (Waiting for YouTube to complete the upload.)

UPDATE: Here’s the Googley Lessons rap. Turn up your speakers, click the link, and then brace yourself.


Googley Tip of the Week: Test Everything

October 16, 2010 by Aaron Goldman

Check out the second video tip in my EOtv series. This one is bundled into a webcast titled, “Accomplish Goals through Active Visualization.” Not sure what that’s all about but worth testing, I suppose. :)


What Will Search Look Like 5 Years From Now?

by Aaron Goldman

That’s what MediaPost’s Laurie Sullivan asked me in prepping her column, “Search Reaches Turning Point With Social Integration.”

This was my response.

In 5 years, search will be an incredibly personal experience.

When we want information, entertainment, or commerce, we’ll use apps that know our preferences and return not just the results we want but the actions we want to take.

To deliver on this promise, the search engines of the future will tap APIs from virtually every content publisher, brand manufacturer, and retailer to deliver immediately actionable opportunities.

And, to make the experience more relevant, “likes” will be weighted more heavily than “links” in the search engine algorithms. And location will be automatically factored in.

This thread is covered extensively in Chapter 21: Future-Proofing and Siri is profiled as the “search-and-act” engine or “app-sisstant” of the future.

As for Google’s role in this brave new world… as discussed in the book, the Big G can either become a search-and-act engine itself and/or the underlying platform upon which these engines are built. Think API-burner.

It’s interesting to see Bing taking steps towards this new expression of relevancy though its recent deal with Facebook to incorporate “likes” into its search algorithm. I explored the potential for a search engine that pivoted on the social graph in a blog post from 2008 titled, “The Perfect Search Engine.”

And, more recently, I looked at “Link vs. Like and the Future of Web Ranking.”

It’s hard to say whether 5 years is the right window for all this heady stuff to come to fruition but if we look at how far search has come in the past 5, I wouldn’t bet against it/us.


Googley Z Googley Do

October 12, 2010 by Aaron Goldman

Today ClickZ ran a Q&A I did with Stewart Quealy under the heading, “Marketing Lessons from Google.” I’ve known Stew for quite some time and always enjoy side-barring with him at SES shows so it was nice to riff a bit out in the open. Speaking of, I’ll be speaking at SES Chicago on 10/21 on how to leverage SEM across other marketing channels. Good chance my alter ego, Tha Lyrical G, will make an appearance so make sure to bring your video camera (and earmuffs).


Why We Google

October 7, 2010 by Aaron Goldman

An excerpt from Chapter 1 (the first 1,118 words of the book to be exact) ran in OMMA Magazine this month under the headline, “Why We Google.”


Reduced Visibility

October 6, 2010 by Aaron Goldman

The Fall issue of Visibility Magazine included an excerpt from Chapter 20 but, unfortunately, I can’t find it anywhere online so you’ll have to be a subscriber to read it. Or buy the book, of course. :)

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