Everything I Know about Marketing I learned from Google
Sep
27
2011

Google’s Next Acquisition? Got My Antenna Up!

September 27, 2011 by Aaron Goldman

 

 

Q: Who Will Google Buy Next?
A: Tune in to my Search Insider column to find out.


Sep
24
2011

Rocking Out in Boulder

September 24, 2011 by Aaron Goldman

Yesterday, I made the trek to Boulder to speak at the inaugural PivotGuild event. The Boulder Digital Arts center was packed… and dark!

My presentation topic was Why Social Media Matters to Your Business but rather than tell people what they already know (It matters because everyone’s doing it!) I addressed that in 1 slide with a link to an AdAge column that features 50 Social Media Stats to Kickstart Your Slide Deck.

Then I got into my revised topic: MAKING Social Media Matter to Your Business. I used the 20 Googley Lessons in my book as a framework and shared successful examples (and some not so much) of social media initiatives that reflected each one. I only got thru the first 10 in my 40 minute talk. As usual, I strayed from the script and improvised. No rapping this time though. Boulder struck me as more of a rock town.

Here are the slides…

Many thanks to Alyson Miller and Don Greenfield at PivotGuild (pictured with me below) for organizing a great event and inviting me to present. Boulder’s got a great creative, digital, and entrepreneurial community and Pivot Guild is positioned nicely at the intersection.

Among the many interesting folks I met in Boulder was Russell McDougal who is a punny photographer and amazing acronymizer. He has a product called Isle of View (I Love You, get it?) that turns words into acronyms. He also has an iphone app that lets you put in your name (he has 4k total in his database) and get a custom output. He can also do them quickly on the spot. Here’s mine.

A.A.R.O.N. – Awakening Awareness Reveals Ongoing Nourishment
G.O.L.D.M.A.N. – Google Offers Life’s Directions – Manifest Answers Now

And here’s a custom card Russell whipped up for me…

Until next time, Boulder (and there will be a next time!) keep it real and keep it googley!

Update Sept. 26, 2011: Another one of the cool cats (check that, Kats) I met at this event was Brett Greene from Hip Chameleon. Here’s a quick video we ripped after my talk. Brett asked me to pick the one (just one!) great nugget from my book. I told him that’s like asking which of my children I love best! Finally I settled on one (nugget, that is, not kid!)…


Sep
15
2011

Thoughts on the Zagat Deal: Content is Information. Information is Power.

September 15, 2011 by Aaron Goldman

Last week Google bought Zagat for a rumored $125 million. I shared a quick point of view on the deal with MediaPost for its coverage: Google Buys Zagat To Support Mobile Local

“Zagat gives Google quality reviews to fuel business listings through Google Places,” said Aaron Goldman, Kenshoo CMO. “Professional reviews, rather than biased reviews from families of restaurant owners or competitors that weaken the signal from other review sites, is what differentiates Zagat.”

Over the past week, there’s been a healthy debate about Google getting into the content creation business and whether that jeopardizes its status as an unbiased search company. For what it’s worth, I think that’s a very tired and, frankly, irrelevant thread.

Google’s in the business of organizing (and monetizing) all the world’s information. Zagat’s content is very valuable information for restaurant seekers. Local and mobile search queries are becoming more and more prevalent. So what better way for Google to improve (and monetize) its local restaurant information than by buying a company that has developed a means to continually provide it?

The bottom line is Joe Searcher doesn’t care if Google is biased. Joe Searcher has come to learn (and trust) that Google will find the best and most relevant information for each query. Joe also doesn’t care how Google gets the information. In fact, Joe might prefer Google to be biased if it means it can give him the best and most relevant information.

This isn’t about journalism or publishing. This isn’t about church and state. This is about needs and fulfillment. Supply and demand. Once again, Google is well-positioned at the intersection. And it will continue to zig-zag along the way.


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