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Aaron Goldman

Member since November 2002 Contact Aaron

Meet Aaron at MediaPost Events

  • Aaron is attending Search Insider Summit, December 02, 2009
    The Chateaux at Silver Lake, Park City, UT

Articles by Aaron All articles by Aaron

  • Five SEM Lessons From The Top 10 Searches Of 2014 in Search Insider on 12/17/2014

    Google just released its "Year In Search" review that looks at the most popular keyword queries for 2014. As always, the top charts provide good insight into what captured our hearts and minds this past year. Beyond just commentary on the state of our society, these trends can be instructive to search marketers the world over.

  • Five Ways Amazon Echo Will Change The Face (Er, Voice) Of Marketing in Search Insider on 11/19/2014

    A few weeks ago, Amazon announced its latest product, Echo, a smart-speaker that's controlled through voice recognition. Simply say the wake word (not to be confused with safe word) and the device takes your commands -- anything from weather queries to alarm reminders to grocery list additions. This video highlights the range of potential use cases. While the device is available by invitation only and has not yet begun to ship, it's getting good reviews, with some even hailing it as "the computer of the future." So what are the implications for marketers?

  • The 10 Effective Habits Of Proactive Marketers in Search Insider on 10/22/2014

    To execute effective multichannel, multi-screen, multipurpose marketing, you must transform your organization into a proactive machine. Proactive marketing is all about looking ahead and seizing future opportunity in real time. It's the antithesis of reactive marketing, which is the practice of looking back to see what worked and then creating plans based on historical data. Proactive marketing is something search marketers are well-positioned to embrace. After all, there's no more proactive consumer than the one typing a keyword into a search engine.

  • Putting Context In Context in Search Insider on 09/24/2014

    For search marketers, context is something we know all too well, but often take for granted. After all, the context of search is pretty clear: it's people actively looking for something! To that end, there's no better context when it comes to reaching an audience and compelling direct action. But how can we apply context to other marketing tactics? Here are some examples.

  • Amazon And Google Race To The Zero Moment Of Truth in Search Insider on 08/27/2014

    Late last week, the Wall Street Journal broke news that Amazon is "gearing up to more directly challenge Google's dominance of the online advertising market, developing its own software for placing ads online that could leverage its knowledge of millions of Web shoppers." What we have here is a race to the Zero Moment of Truth.

  • Land Before Time: Revisiting The Era BEC (Before Enhanced Campaigns) in Search Insider on 07/30/2014

    Where were you on July 22, 2013? Hopefully not among the 2% of marketers who waited for Google to automatically migrate your accounts to Enhanced Campaigns. Otherwise, that was probably a pretty stressful day (if you even realized your campaigns had changed)! Indeed, it's been one year since the forced transition to Enhanced Campaigns, and somehow we've managed to avoid the apocalypse.

  • Googling The Future Of Search in Search Insider on 07/02/2014

    In 2010, I wrote a book called "Everything I Know about Marketing I Learned from Google." The last chapter focused on "Future-Proofing," where I talked about how connected devices and apps are changing consumer behavior and providing new opportunities for brands to reach their audiences. More specifically, I discussed how Google would be well-positioned in this new world of "app-sisstants" with its investment in Android. Now here we are four years later and Android commands more than 80% global market share for smartphone operating systems. And Google's investment in connected devices and apps extends well beyond phones and tablets (and well beyond software) to glasses, watches, TVs, cars, cameras, thermostats, virtual reality headsets and even robots. Just wait 'til they get all these things working together!

  • 10 Trends In Social That Mirror Search  in Search Insider on 06/04/2014

    Search marketing and social media share many characteristics, from the way ads are bought and sold (on a pay-per-click auction basis) to the way they are managed (on a highly granular placement level). These two channels also boast quite a few differences, including the way ads are delivered (triggered by queries vs. targeted by segments) to the way they appear (first-party-served text vs. third-party-served images). At the end of the day, both the similarities and differences found in search and social make them highly compatible. To capitalize on this tangible synergy, many marketers are now managing these channels holistically and applying lessons from one to the other. Here are 10 current trends we're seeing in social that mirror what's happening in search:

  • 10 Search Marketing Lessons From The Kentucky Derby in Search Insider on 05/07/2014

    Saturday was the 140th running of the Kentucky Derby, and my first time at Churchill Downs. When I wasn't horsing around with my friends at the track, I was seeking inspiration for my Search Insider column. Here are 10 search marketing lessons from the greatest two minutes in sports:

  • 10 Ways To Apply Jugaad Innovation To Your SEM Practice in Search Insider on 04/09/2014

    In February, Navi Radjou, author of Jugaad Innovation, delivered a keynote presentation at the Kenshoo K2 Summit, focusing on the idea that businesses must unleash their "MacGyver Instinct" -- also known as "frugal tinkering" -- to innovate and drive business results.

Comments by Aaron All comments by Aaron

  • Top SEM Campaign Management Tools Reviewed, Via Haikus by David Rodnitzky (Search Insider on 05/12/2014)

    3Q Digital D-Rod and his team #supercharge your marketing and great billboard ads.

  • Who Owns Your Data -- And Who Should? by Gord Hotchkiss (Search Insider on 01/23/2014)

    Another good thought-provoker, Gord! I've been noodling on this hairy meatball for years and don't think anyone's figured out the recipe. In 2008, I tried auctioning off my personal data on ebay (anonymously, of course) and sold it for $355. Alas, it wasn't a very scalable solution. :) More here: http://digitalseachange.blogspot.com/search/label/Highly%20Targeted

  • It's A Multi-Multi-Multi-Multi-Device World by Aaron Goldman (Search Insider on 08/21/2013)

    Paula - beat it? :) Bryson - I hear you my man. My point re: mobile was just that the world itself is too nebulous, so we shouldn't use it. Most people consider tablets to be "mobile" devices but they have many usage characteristics of desktops/laptops/computers so it's not effective to paint them with a broad mobile swath. Re: responsive design, point taken. It's not the end-all, be-all and marketers should consider all the variables you pointed out when determining what/how to deliver content. Thx for keeping me on my toes! :)

  • Reflections On Turning 400 by Gord Hotchkiss (Search Insider on 01/24/2013)

    Kudos Gord... incredible body of work!

  • What I've Learned, 400 Editions Later by David Berkowitz (Social Media Insider on 08/28/2012)

    truly the end of an era... great run man!

  • Search Mixes it Up by Laurie Sullivan (Media Magazine on 06/06/2012)

    What a difference a month makes! I'm a huge fan of the recent Bing integration with Facebook that launched in early May, shortly after I shared my thoughts for this piece. In fact, in my last Search Insider column, I said,"The new Bing is the best integration of social that I’ve ever seen on any search engine -- even Microsoft Research’s so.cl." (http://www.mediapost.com/publications/article/175770/10-reasons-why-i-wouldnt-bet-against-bing.html) Meanwhile, Google has made great strides to make the local search experience on Google+ richer. Gotta love the pace of our industry!

  • Undertone Goes On-The-Air, Uses TV To 'Pitch' Online Ad Buys by Joe Mandese (Online Media Daily on 04/30/2012)

    Love Undertone/Cassidy but find it ironic that I watched the show online with no commercials (Netflix) so not only do I not "remember" their ads, they were never even "served" to me... unless that was the point they were trying to make?!? Aha, aha....

  • I Got 99 Problems But Panda Ain't One by Aaron Goldman (Search Insider on 03/21/2012)

    Shelly - preesh! Janel - SIS? Alan - indeed, most rappers take a kernel of truth from their lives and then greatly exaggerate to sell albums. In my case, I'm happy to say I don't actually have these problems nor do I get paid to write these columns so I can't be accused of selling out! :)

  • What Do You Do? by Aaron Goldman (Search Insider on 02/22/2012)

    Thx David. I was trying to keep it general so it'd apply to both in-house SEMers and agency peeps. The boss I had in mind was the CMO, which can be also be the client. Either way, hopefully that person has their umbrella cuz you're making it rain!

  • Jeff Bezos Is The Next Steve Jobs by Cory Treffiletti (Online Spin on 10/26/2011)

    "You don’t hear too many people complaining about working at Amazon." "I never felt like passing out in a warehouse and I never felt treated like a piece of crap in any other warehouse but this one," Goris said. "They can do that because there aren't any jobs in the area." http://articles.mcall.com/2011-09-17/news/mc-allentown-amazon-complaints-20110917_1_warehouse-workers-heat-stress-brutal-heat

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