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Marketing morsels from: Aaron Goldman

Published: October 11, 2012

Author: Molly Shotwell

Aaron Goldman KenshooOur interview series with marketing’s finest continues with insight from Aaron Goldman, Chief Marketing Officer and Head of Freestyle Rap at Kenshoo, a leading digital marketing software company. Aaron is a 12-year marketing vet and the author of Everything I Know about Marketing I Learned from Google. When he’s not busy Googling himself or checking his inbox, Goldman is running around Chicago with his wife, Lisa, daughter, Eliara, and twins, Ethan and Mila.
Name: Aaron Goldman
Title: CMO
Company: Kenshoo
What’s the first metric you check when you start work for the day? Unread items in inbox.
What’s one metric you rarely bother to check? New voicemails.
If you had 10 million dollars to invest and you could invest in Google or Facebook stock, which would you pick, and why? Google. Facebook is an incredible company with its best years (and monetization) ahead, but the stock was priced too high at IPO and is still trading at a relatively high P/E ratio.
What do you think will be the most important marketing platform in 10 years? Mobile. Does that count as a platform? Because in 10 years it will be more of a utility. Like water. (And hopefully by then mobile devices will be water-proof!)
What’s your favorite advertising campaign (e.g. Betty White Super Bowl ad, Got Milk billboard, etc.)? I love what Bing’s doing with the Bing Challenge and BingItOn.com. Taking it to the streets! Asking folks to compare unbranded Bing and Google listings and vote for the best. So far, people are picking Bing 2 to 1. Great marketing!
Only problem is it’s not really a fair test. For one thing, they’re stripping out ads, one-boxes, and vertical results – all of which are part of the true search UX. Plus a few isolated queries do not a habit make.
Remember the Pepsi/Coke challenge? After a few sips, most people picked Pepsi. But when it came to drinking the entire can, people preferred Coke. Pepsi was just too sweet! You couldn’t tell after a few sips, though.
Bing may be pretty sweet for a few queries, but when it comes to day-in-day-out usage, the Google habit is too well-formed, especially for those of us using Google Apps for business and Android phones.
My advice to Bing would be to start marketing to children. Get ’em hooked young. Hey kids, Barney Bings!
What are the three most important qualities of a good account manager?
– Keeping the inbox unread item count low (yes, I’m a bit OCD about email)
– Managing expectations more carefully than campaigns
– Offering solutions, not problems
If anything keeps me up at night worrying about my company, it’s… That people will use the old all-CAPS spelling of KENSHOO. (Stop shouting!)
What’s the one marketing lesson you wish you had learned earlier? Sex sells.
If you could invest in one marketing technology company, which would it be and why? I assume you mean besides my own company. (Editor’s note: WordPress didn’t like Aaron’s smiley face, but he wanted to put one here.) Let’s go with Apple. Oh, you don’t consider them a marketing technology company? Just wait.
In three words or fewer: the future of SEM is…? Plastics. (JK.) Siri.

25 E Washington Street
Suite 420

Chicago, IL 60602(650) 539-4124


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