Human-Centered Marketing
Kogan Page Ltd (Verlag)
978-1-3986-1938-8 (ISBN)
- Noch nicht erschienen - erscheint am 03.05.2025
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With the rise of AI, excess of distribution channels, and focus on tracking every touch-point in order to drive revenue, consumer trust is at an all-time low. To restore trust, brands need to create delightful, seamless, and impactful journeys to connect with the humans behind the screen.
Human-Centered Marketing introduces three frameworks to help mid-senior-level marketers find, connect with, and convert audiences. The book helps you map an audience journey that behaves like a playground instead of a linear funnel, evolve the approach to social media to go beyond conversations and instead facilitate and engage with the community and build thought leaders to build trust and move your audience into the future.
Each chapter includes practical advice to help seasoned marketers shift their strategy and offers tactical implementation recommendations. All chapters include real-world examples from companies like Adobe, Hubspot, and Edelman to demonstrate that this shift from the standard playbook actually works.
Ashley Faus is Head of Lifecycle Marketing, Portfolio at Atlassian. Based in San Francisco, CA, her work has been featured in TIME, Forbes, Content Marketing Institute and The Journal of Brand Strategy. As a speaker she's shared insights with audiences at conferences including DigiMarCon, Digital Summit, INBOUND and MarketingProfs B2B Forum. She has been awarded as one of the Top 100 Product Marketing Mentors 2024, 50 Top B2B Marketing Influencers, Experts and Speakers to Follow 2022 and 2023 and 50 Marchitects to Follow 2022.
Chapter - 01: Trust: The Foundation that Fuels Business Outcomes
Section - ONE: Content Strategy: Deliver the Right Message to the Right People
Chapter - 02: The Funnel is Dead, Use a Playground Instead
Chapter - 03: Elements of the Playground: Content Depths and Intent-Based Content
Chapter - 04: Tactics to Increase Reach, Engagement and Conversion
Chapter - 05: Metrics: From Owned to Omni-Channel
Section - TWO: Social Media: Identify and Engage in the Right Place
Chapter - 06: The Social Media Spectrum: Beyond Distribution
Chapter - 07: The New Rules of Social Media: Tactics for Communication, Conversation and Community
Section - THREE: Thought Leadership: Build and Maintain Trust Over Time
Chapter - 08: What is Thought Leadership?
Chapter - 09: 4 Pillars of Thought Leadership: Credibility, Profile, Prolific, Depth of Ideas
Chapter - 10: Using Thought Leaders, Subject Matter Experts and Influencers in the Marketing Mix
Chapter - 11: Build Thought Leaders: Practical Exercises to Define Narratives, Distribution and Personal Brand Elements
Chapter - 12: Conclusion: Connect with the Humans Behind the Screen to Accelerate Sales and Increase Customer Retention
| Erscheint lt. Verlag | 3.5.2025 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-3986-1938-8 / 1398619388 |
| ISBN-13 | 978-1-3986-1938-8 / 9781398619388 |
| Zustand | Neuware |
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