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Aaron Goldman

Member since November 2002 Contact Aaron

Aaron Goldman is Chief Marketing Officer at 4C, a data science and media technology company. Sitting at the intersection of TV and social media, 4C’s technology improves marketing effectiveness and efficiency. Clients include brands, agencies, media companies and content owners like eBay, Starcom MediaVest Group, NBC and Sony Pictures.   Well-known in the industry for his freestyle flow and propensity to talk about himself in 3rd person, Goldman has been running the digital marketing rap game for more than 15 years. Prior to 4C, Goldman was CMO at Kenshoo, a leading enterprise marketing software company, for nearly 5 years. Of all his accomplishments during this time, Goldman is most proud of turning Kenshoo into multiple parts of speech, with such taglines as Kenshoo Do It? I Kenshoo, Can You? And How Do You Kenshoo?    Previously, Goldman founded Connectual, a digital marketing consulting and matchmaking firm. Before that, he was VP Marketing and Strategic Partnerships at Resolution Media, a search marketing agency that makes it rain under the Omnicom umbrella. And in the early days, Goldman managed U.S. Midwest sales for MaxOnline, an ad network that was folded into IAC. He sold a lot of pop-ups. Goldman is also the author of Everything I Know about Marketing I Learned from Google (McGraw-Hill 2010),   When he’s not busy Googling himself, Goldman is running around Chicago with his wife, Lisa, daughter, Eliara, and twins, Ethan and Mila.

Meet Aaron at MediaPost Events

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

Articles by Aaron All articles by Aaron

  • 5 Ways To Use Social Media To Capitalize On The Summer Games  in Social Media & Marketing Daily on 08/03/2016

    In case you've been hiding under a rock - or getting distracted by the ongoing onslaught of Trump tweets - there's a massive event kicking off in South America on Friday. And in case you weren't aware, there are many, many ways you can get in trouble for talking about it on social media. Unless you're an official sponsor, your organization can't use the event location, pictures, trademarked terms, hashtags, logos, or even retweet the official Twitter accounts. In fact, just linking to the Web site could net you a lawsuit if you embed the wrong metadata. That said, there are many, many ways you are able to leverage this event from a marketing perspective without breaking any rules. You just have to be creative.

  • Why Social Media Holds Keys To Future Of TV Advertising in Social Media & Marketing Daily on 04/13/2016

    Brands have moved past the first wave of multiscreen marketing, which simply meant running your 30-second spots during other online video content based on reach and frequency metrics. Now budgets are being (re)allocated to platforms that can deliver the reach and resonance of TV accompanied by the targeting and tracking of digital. They're going to platforms that can amplify TV brand messaging and extend the value of TV advertising investment. They're going to platforms that can reach audiences that are cutting the cord or never even had a cord to begin with. They're going to social media.

  • 8 Social Media Lessons From Donald Trump in Social Media & Marketing Daily on 03/16/2016

    Love him or hate him as a politician - and I ain't getting into that here! - we can certainly all agree that Donald Trump as a marketer knows how to create awareness and drive engagement. So let's take a closer at the Donald's playbook and see how we can make our social media great again

  • 10 Ways To Seize The Moment In Social Media in Social Media Insider on 02/17/2016

    Carpe Momentum is the new rallying cry for real-time marketing -- and nowhere is this strategy more applicable than in social media. Social, by definition, is predicated on interaction and shared experience. For brands, it can form the perfect union of stimulus and response at scale.

  • 4 Things I Saw At CES That Will Impact The Social Media Industry  in Social Media Insider on 01/20/2016

    Usually what happens in Vegas stays in Vegas, but this time I'm kissing and telling. Here are four things I saw at the Consumer Electronics Show the week before last that will have a lasting impact on the social media space:

  • 10 Social Media Lessons From Freestyle Rap in Social Media Insider on 12/23/2015

    Over the years I've dabbled in the dark arts of improvisational lyricism. Indeed, I've made a habit of "Getting Googley" at marketing industry events the world over. I even did a live rap battle on stage at the MediaPost Search Insider Summit. Now, please allow me to drop some knowledge from my years of dropping rhymes. Here are 10 key tenets of freestyle rap that can apply to your social media practice

  • Amazing Zuck: A Song Of Social Media Grace in Social Media Insider on 11/24/2015

    In the United States, Thanksgiving is a day of.... well, giving thanks. It's also a time for tradition, whether that's being with family, eating turkey, watching football, or scrambling to finalize Black Friday campaigns. In the spirit of the holiday, I thought I'd resume my time-honored tradition of covering songs in MediaPost columns.

  • 10 Ways To Make Your TV Strategy More Social -- And Vice Versa in Social Media Insider on 10/28/2015

    Social network advertising may be less than 5% of total global media spend - $25 billion out of $570 billion in 2015, per eMarketer - but it has a dramatic impact on all media, especially the ~40% going to television. Here are 10 ways to make your TV strategy more social, and vice versa:

  • The 10 People You Meet At Trade Shows  in Social Media Insider on 09/30/2015

    In my last column, "If Social Networks Were Real People," I introduced you to Facebook Felicia, Twitter Tommy, LinkedIn Larry, Pinterest Penny, Instagram Izzy, Snapchat Sam, and Google+ Gertrude. By creating personas for the top social networks, we unveiled key marketing opportunities with each platform. Today, let's continue the persona development theme and wrap it around the types of people you meet at industry conferences. Just making sure you'll be equipped to survive and thrive at your next show.

  • If Social Networks Were Real People in Social Media Insider on 09/01/2015

    In marketing we often use personas to help frame our strategy and tactics. We create human profiles and ascribe real attributes, sometimes even real names, to them as a way to understand our target audiences and what make them tick. For many marketers, it can be a challenge keeping up with the various social networks, much less the people we're trying to reach through them. So I thought it might be fun to create personas for each of the major social media properties. Keep in mind these personas are meant to represent the companies themselves, not their founders, employees, or users. And it's all done in jest-ish.

Comments by Aaron All comments by Aaron

  • Marketing Conferences: Time To Raise The Bar by Ted McConnell (Online Spin on 08/18/2016)

    It's not just you Ted! Here are the 10 people you meet at trade shows: http://www.mediapost.com/publications/article/259427/the-10-people-you-meet-at-trade-shows.html

  • Trump's Social Media Posts Beat Clinton's, Hands Down by Erik Sass (The Social Graf on 07/19/2016)

    Here's the research I mentioned in my previous comment: http://www.4cinsights.com/resource-category/impact-reports/

  • Trump's Social Media Posts Beat Clinton's, Hands Down by Erik Sass (The Social Graf on 07/19/2016)

    Jacquelyn, 4C did an anlysis of social media engagement for Trump and Clinton and saw similar results in terms of pure volume – it's Trump "hands down" – but we also looked at sentiment and suprisingly found 72% of the interactions around Trump were positive vs. only 60% for Clinton. We'll be publishing this data soon and I'll follow up here with a link.    

  • Social Media Failed To Predict #Brexit by Erik Sass (The Social Graf on 06/24/2016)

    It all comes down to methodology. When we posted our analysis of Twitter hashtags yesterday we found Leave leading the tally. Stay tuned for our report on Trump v. Clinton. http://www.4cinsights.com/resource/eureferendum/

  • Why Social Media Holds Keys To Future Of TV Advertising by Aaron Goldman (Social Media & Marketing Daily on 04/13/2016)

    I totally agree with you, Ed. To your last point, here are a few additional links that were suppsoed to be in my last paragraph. These point to previous pieces I've written outlining specific tactics that can be deployed to maximize the synergy of TV+social. Seize the moment: http://www.mediapost.com/publications/article/269257/10-ways-to-seize-the-moment-in-social-media.html Make TV strategies more social – and vice versa: http://www.mediapost.com/publications/article/261422/10-ways-to-make-your-tv-strategy-more-social-an.html    

  • Why Social Media Holds Keys To Future Of TV Advertising by Aaron Goldman (Social Media & Marketing Daily on 04/13/2016)

    Thanks for the comment, Ed. Looks like some of the links I included to the sources of those stats got lost when this was published. I've asked the editor to add them back in. Meanwhile, here they are: U.S. TV audiences are down 11% this year and 87% of viewers use another device while watching the big screen: https://www.accenture.com/t20150523T021027__w__/us-en/_acnmedia/Accenture/Conversion-Assets/Microsites/Documents17/Accenture-Digital-Video-Connected-Consumer.pdf   The percentage of decisions made using analytics is up 22% in the past year with 80% of companies now able to demonstrate the impact of marketing spending: http://cmosurvey.org/files/2016/02/The_CMO_Survey-Highlights_and_Insights-Feb-2016.pdfAnd to be clear, I'm not saying Social is going to take over TV. I'm saying it's going to make it more valuable.  

  • Why Ad Tech Should Worry About The Rise Of Marketing Tech by Dave Morgan (Online Spin on 01/14/2016)

    Indeed. In search, single point of dependency is a big issue (still blows my mind that people are comfortable using AdWords or Doubleclick to manage their PPC) and in-house management with a mix of proprietary tools and 3rd party software are distinguishing factors. I'd also add the fact that 50% of digital budgets go to search as another main reason marketers are taking control of their own destiny and not settling for outsourced, managed service, black box, arb solutions. It's just too big and important for the business. We're seeing the same trend starting to happen in social. Not necessarily movement in-house but definitely towards true SaaS. Won't be long for the rest of the industry to follow suit and ditch the arb. Certainly hope Programmatic TV shakes out this way. ;)

  • Why Ad Tech Should Worry About The Rise Of Marketing Tech by Dave Morgan (Online Spin on 01/14/2016)

    Good, provocative piece Dave. Not sure the line between martech and ad tech is so cut and dry though. Your last riff about search is case and point. Yes, it runs thru software but arguably those tools are more ad tech than martech. Think Kenshoo, Marin, and Doubleclick. The only martech stack that does SEM is Adobe and its offering hasn't progressed much since the Efficient Frontier acquisition. Perhaps the lens we need to look at this thru is SaaS vs. media arbitrage, not martech vs. ad tech. The days of media arbitrage networks with their proprietary algorithms and managed service disguised as platforms are over. 2016 will weed the rest of these pretenders out. Won't name names here but key metric to look at is gross margin. Thoughts?

  • The 10 People You Meet At Trade Shows by Aaron Goldman (Social Media Insider on 09/30/2015)

    Thx guys... when trade shows are a part of the job, ya gotta have fun with it! 

  • If Social Networks Were Real People by Aaron Goldman (Social Media Insider on 09/01/2015)

    Thanks Ellen, glad you got a kick out of it!

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