Everything I Know about Marketing I Learned From Google Review

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Everything I Know about Marketing I Learned From Google ReviewI'm a huge fan of Malcolm Gladwell's books... I think I'm most inspired by his easily approachable writing style that exposes and explores big concepts in easily understood, and easily digestible terms, all while making sure the reader cracks a smile or a laugh at every page-turn.
I'm thrilled to have found another writer with that exact same style: Aaron Goldman. Goldman's book is a must for every early student of marketing, but even old dogs will find more than just a few new tricks here. Goldman has brought insights about Google's user approach that any humble webmaster or humble CMO (there aren't that many actually) can immediately begin to put into practice to correct their own confusing jumble of HTML madness. As marketers we try so hard to make sure that our users see everything we're about immediately upon arrival at our site, but the array of starbursts, auto-initiated audio & video, rich media silliness, and javascript fireworks only serves to complicate our message and leave the user even more bewildered about our value than when they first arrived.
Goldman articulates a simple model (one that easily fits into a lobe and a half of your frontal cortex) that will help you rarify and clarify your message so that consumers will finally "get" you. If you've struggled to divine the right words to sound your internal rallying cry, this book's for you. If you return to your company's website day after day and constantly wonder how to better array the information that's there, this book's for you. If you need a book to give your stuck-in-the-dark-ages CEO, this book's for you. It's not a "how-to book," however, so don't expect to improve your search rankings the moment you put the book down, but you will return to your desk with a renewed vision to strive for simplicity and clarity.
One of my favorite insights from Goldman's book is why Google makes the choices that they do in product development and release. I've read everything the WSJ has ever written about Google, but even I didn't consider the side benefits that Google realized by launching Google 411 and Google Voice. Apparently listening to accents and dialects from around the US and the world helps them improve their voice recognition software, and that to me is sheer genius. Look to the consumer to do your homework for you. The lesson here is that as a marketer you need to know what the secondary effect will be of any product you launch... how can you leverage the information you'll collect? Anyone with a website today needs to think about their strategy in accordance with the rules and guidelines Goldman has laid out.
You'll want to be sure you take full advantage of the [...] reader companion for a LOT more content. You'll find how-to info there, and a bunch of other soul-satisfying tips. Goldman lays out the theory and structure for Google-relevant marketing in the book, but walks you through step-by-step at the site.
This is a marketing text that every brand needs to consume to stay ahead.
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