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by Gord Hotchkiss
by Aaron Goldman
Next week, many of my friends and colleagues will be descending upon Captiva Island, Fla. for the biannual Search Insider Summit. I had been very much looking forward to joining them but, alas, the best-laid plans of mice and men often find their cheese has been moved.
Unfortunately, this means I won’t be able to keep tabs on the Buzz-o-Meter but Frank Lee of The Search Agency has kindly agreed to keep his fingers on the pulse of the Capitva buzz in my stead.
In today’s column, I’ll share the results from the past seven summits to see what trends we can identify and help people “skate where the puck is going” or, more appropriately, “sail where the boat will be” in Captiva.
by Aaron Goldman
This is the sixth and final column in a series I’ve been publishing in MediaPost featuring excerpts of interviews I’ve conducted while writing my book, “Everything I Know About Marketing I Learned From Google,” due out this fall from McGraw-Hill. Previous installments included Seth Godin, Rishad Tobaccowala, Scott Hagedorn, Paul Gunning and John Battelle, and 11 assorted marketing all-stars.
Today, I’ll share 140-character-or-less responses from 19 marketing gurus regarding the most important thing they learned from Google:
Aaron Magness — Director of Brand Marketing and Business Development, Zappos
“Find your brand promise and live it every day!”
Alan Charlesworth — Lecturer and Author, University of Sunderland, UK
“With the right product in the right place at the right time, starting with a niche market and building from that foundation can work.”
Avinash Kaushik — Author of “Web Analytics 2.0” and co-founder, Market Motive:
“Launch early. Iterate. Fail Faster.”
Chris Copeland — CEO, GroupM Search:
“Only you can define yourself. Never let others tell you who you are or what you can be.”
Damian Blackden — President – Digital, EMEA, Omnicom Media Group
“Simplicity and relevancy combined can be equally magnetic as compelling content.”
David Berkowitz — Senior Director of Emerging Media and Innovation, 360i:
“Don’t be evil, unless you want to.”
Gian Fulgoni — Executive Chairman & Co-Founder, comScore:
“It’s staggering how much data can be processed in just a fraction of a second and delivered back to the searcher.”
Gord Hotchkiss — President, Enquiro Search Solutions
“Listen to your customer (user) first, everyone else after.”
Janel Laravie — Co-Founder, Chacka Marketing
“Deception gets you nowhere, unless you are Google. Only Google doesn’t have to follow Google’s rules.”
Mark Goldstein — Vice Chairman/Chief Marketing Officer, BBDO North America:
“If you build enough interest, the business will follow.”
Matt Spiegel — Global CEO, Omnicom Media Group Digital:
“Smart people with smart technology can accomplish great things.”
Michelle Prieb — Project Manager, Research and Communications Organization, Center for Media Design, Ball State University
“Provide quick, easy, accurate, reliable and safe results, and people will trust you with their lives.”
Paul Gunning — CEO, Tribal DDB Worldwide
“You still can change the world.”
Rishad Tobaccowala — Chief Strategy and Innovation Officer, VivaKi
“Think Big. Move Fast. Revere Talent. Measure Everything.”
Rob Griffin — SVP, Global Director of Search and North American Director of Analytics, Havas Digital
“Reinvent a belabored industry with a new model, simplicity of design, & form function.”
Sean Cheyney — VP, Marketing and Business Development, AccuQuote
“Don’t over think it. Sometimes simple creates the best experience.”
Sean Finnegan — President, Chief Digital Officer, Starcom MediaVest Group
“Focus and simplicity can lead to widespread adoption.”
Scott Hagedorn — CEO, PHD U.S.
“You can learn a lot from a failed experiment. But not experimenting will make you a total failure.”
Scott Shamberg — SVP, Marketing and Media, Critical Mass:
“Google has eliminated the linear ad model of click-to-site and allowed for the abstract model of click-to- anywhere.”
What have you learned from Google? Drop a comment on the Search Insider blog or tweet your response to @GoogleyLessons, and I may use it in my book.