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Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy Hardcover – May 3, 2010
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'Her passion shines through when explaining how smaller firms can gain huge benefits...this book is a winner.' (Growing Business, September 2010).
From the Inside Flap
In the age of Google, your customers are searching.
Will they find you?
In today's searching world, customers turn to online search engines first. Yet many companies simply don't realize acquiring customers from search engines should be a core business strategy. Instead, they usually focus on narrow goals, such as boosting page rankings. These oversights leave a huge channel for engaging with potential customers largely untapped. Businesses that use data about how people search to inform their product strategy will reach customers before the competition. Businesses that understand the importance of non-ad-based search acquisition will make it central to their marketing mix, and can connect with high-quality customers for long-term growth and success.
Marketing in the Age of Google is a practical guide to harnessing the full power of online search for your business. Written by former Google employee Vanessa Fox, who created Google's official portal for explaining online search to businesses, this clear, non-technical book demystifies search marketing and explains proven methods you can implement at your business today.
Not another book on AdWords campaigns, Marketing in the Age of Google instead focuses on making your business stand out in the "organic" searches that attract 86 percent of user clicks. Fox shows you where companies get hung up with rankings, and lays out a comprehensive approach for achieving the search goal that matters most: connecting with the people who want to find you.
You'll also discover how to:
- Integrate search strategy into all aspects of your business
- Cut through the data and get the actionable metrics you need
- Use data about what people are searching for as a valuable market research tool
- Get your company found through social media
- And more!
Whether you're a sole proprietor or you work for a major global brand, Marketing in the Age of Google will help you fully integrate search into your business and marketing activities—and give you a major advantage over competitors.
Top customer reviews
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At that point I thought okay no more PPC but Fox continues exploring this concept, highlighting the pros and cons and delves into each in some detail. I have a reasonable understanding of internet marketing but was pleasantly surprised with just how Fox covers.
Sometimes you read a book and think boring... how many different ways can someone say the same thing. This is not that book!!! Fox uses many graphs and pictures which add to understanding the discussions (I suppose that saying a picture tells a thousand words is true!).
Perhaps the most powerful aspect of this book (for me) isn't just the strategies (i.e. use internet marketing, its the way of the future etc as anyone can say that), it is Fox simple yet effective way of providing steps with how to implement the strategies in your own business and/or marketing role. I finished this book believing I too can be successful online. That's a good thing!
The author also discusses many tools which can be used in your online strategy including, Google Trends, Adwords and others and provides clear examples of how these can be integrated into strategies. If you're thing 'yeah I've read all this before bla bla bla' then think again. Fox's discussion about Google Trends, Keywords and the techniques anyone can use to gather competitive intelligence, increase their SEO and drives sales truly was impressive.
If you want to know more about search engine marketing this is a great addition to anyone's library.
As the title of this review suggests, all university students who major in marketing or business should read this book. It should also be a cornerstone tool for identifying your audience in social, and also directing your content strategy.
This book isn't about search, it's about the new era of market research.
Ms. Fox also talks about how online search drives offline purchases and I really learned a lot from the section that discussed using search data as marketing research. She says:
"Search data is the greatest form of market research there is. If the marketers job is to discern wants & needs and then fulfill them...then studying behavior is way more valuable than studying what people think is the right answer when they take a survey."
We also love that the core message here supports exactly what we help with here @ Compendium. Check out this line from the book:
"For most searches, the home page is not the entry point. Any page can be the entry page. We have to rethink our approach to site design and user interaction based on the new world."
Most recent customer reviews
two small to be readable on Kindle. I may have to buy the paper book.