Everything I Know about Marketing I learned from Google

Aaron Magness, Zappos

Aaron Magness
Director of Brand Marketing & Business Development
Zappos.com
2/18/10

Lesson #4 is “Mindset Matters.” This speaks to the mindset of the audience marketers are trying to reach. Twitter seems to be a place where the mindset of users ranges wildly from entertainment to information to communication to commercial. How would you describe your use of Twitter? Does Twitter help you sell product?

Twitter is just another medium for communication, and I think you can get a good sense of a person by following their Tweets. I don’t split my communication into work vs. personal. I am who I am and I don’t censor myself. I’m not a negative person, so you won’t find a lot of negative rants on my Tweet stream. If you are looking at something like Twitter to “sell product” as opposed to form connections and interact with others, I think you may be missing the power of what Twitter can be. A great post by Tony Hsieh can be found here.

Lesson #19 is “Make Your Company a Great Story.” Why is the story of Zappos as a company important? Does it help you sell product? How would you describe your company and corporate culture?

People don’t relate to faceless corporations. Every company has a personality which attracts a certain audience. We focus our efforts on our culture and making sure we are always enhancing it. Our culture is based on our core values which can be found here. By ensuring our culture is strong and constantly improving, we don’t have to worry about teaching customer service to people because we hire people that innately provide great customer service.

In less than 140 characters, what’s the single most important thing you’ve learned from Google?

Find your brand promise and live it every day!

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