Everything I Know about Marketing I Learned from Google[跟谷歌学营销]

Youknowyou'vehititbigwhenyournamebecomesaverb—andnooneknowsthatbetterthanGoogle.Injustover10years,Googlehasbecometheworld'smostvaluablebrand,consistentlydominatingitscategoryandgenerating$6billioninrevenueperquarter.HowdoesGoogledoit?Inaword:marketing.YoumaynotthinkGoogledoesmuchmarketing.Indeed,itdoesn'tdoalotofwhathastraditionallybeenviewedasmarketing.Butintoday'sdigitalworld,marketinghastakennewshape—andGoogleisatthecuttingedge.InEverythingIKnowaboutMarketingILearnedfromGoogle,digitalmarketingexpertAaronGoldmanoffers20powerfullessonsstraightfromGoogle'splaybook.TakingyoudeepintotheinnerworkingsoftheGoogleplex(whicharesimplerthanyouthink),Goldmanprovidestheknowledgeandtoolsyouneedtobuildandgrowyourbrand(whichisalsosimplerthanyouthink).Alongtheway,heshowshowGoogle'stacticsarebeingusedbyawiderangeofsuccessfulcorporations,fromAppletoZappos.Keyprinciplesinclude:TapintotheWisdomofCrowds:GetthesignalsyouneeddirectlyfromyourcustomersKeepItSimple,Stupid:CraftmessagespeoplecangraspinananosecondandpassalongDon'tInterrupt:Jointheconversation—butavoiddisruptingitActLikeContent:Providevalue,notsalespitchesTestEverything:Takenodetailofyourprogramforgranted;youcanalwaysimproveShowOffYourAssets:DistributeyourbrandeverywhereThebeautyofitallisthattheseGoogleylessonscanbeappliedtoeveryaspectofmarketing,inorganizationsofanysize.WhetheryourunaPRdepartmentinamultinationalcorporationorserveasthesolemarketerinasmallbusiness,thesetacticswork.Initsmissionto"organizetheworld'sinformation,"Googlehasrewrittenthebookonmarketing.UseEverythingIKnowaboutMarketingILearnedfromGoogletoremakeyourownorganization'smarketing—andengagemorecustomersthanever.