Marketers
looking for a digital search engine marketing (SEM) technology company, but not familiar with Kenshoo, could be in for a surprise. The Israeli-based company ended speculation Monday on its potential
for growth, appointing Aaron Goldman to chief marketing officer. Not a bad gig considering the company's expansion plans.
Kenshoo, which received another cash injection from Sequoia Capital
in July, will open offices in Europe and Asia and continue to expand in Sydney. For those wondering about Sequoia's track record for picking winners, the company's investment portfolio lists tech
titans like Apple, Cisco, Google, Oracle and Yahoo.
Goldman, who signed a publishing deal with McGraw-Hill for his recently released book "Everything I Know about Marketing I Learned from
Google," plans to capitalize on companies looking to integrate search into social and other media by honing Kenshoo's message and giving the brand personality.
As Goldman steps into the role
Monday morning, getting the message "right" will become his first order of business. "If you ask 10 different people what Kenshoo does, not all will have heard of the company, but those who have
will give a different answer," he says. "While the answers are positive, marketers looking for a search platform need to know more through a consistent message."
In the true spirit of digital
marketing, Goldman announces his decision to join Kenshoo in a video that spoofs an interview between ESPN's Jim Gray and Labron James, where he announces a decision to take his talents to South Beach and play for the Miami Heat.
Injecting a
little personality into Kenshoo, Goldman plays on the company's name and the release of his recent book. A commentator asks where he plans to work after closing Connectual. Goldman replies:
"Kenshoo." The interviewer says: "God Bless You." Goldman replies: "Kenshoo!" The interviewer says: "Gezhuendeit." Goldman replies: "No, that's the name of the company." The interviewer says: "Oh,
sorry . . . I've never heard of Kenshoo," to which Goldman replies: "Exactly."
As search migrates into a variety of marketing channels such as social, Goldman wants to "dial up marketing
efforts" and make Kenshoo a company that does a good job of offering tools to bring search into the mix. It's an overall industry strategy that he has been working on since the beginning of the year.
In March, Goldman launched Connectual, a "matchmaking" digital marketing rep firm, but decided to put the company "on hold" to take Kenshoo's offer.
Goldman comes to Kenshoo with more than
10 years experience in the digital media space, supporting Resolution Media, an Omnicom Media Group company, as VP of marketing and strategic partnerships, and at MaxOnline, a division of IAC, as
strategic account manager. Today, he also serves on the executive board of directors for the Chicago Interactive Marketing Association (CIMA).