Faus Human-Centered Marketing

How to Connect with Audiences in the Age of AI
1. Auflage 2025
ISBN: 978-1-3986-1939-5
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 256 Seiten, Accessible EPUB

With the rise of AI, excess of distribution channels, and focus on tracking every touchpoint 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.

Autoren/Hrsg.

Faus, Ashley

Weitere Mitwirkende

Schwedelson, Jay

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Mathematik | Informatik EDV | Informatik Digital Lifestyle Internet, E-Mail, Social Media
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 01: Trust - the foundation that fuels business outcomes; Chapter - 02: Content strategy - the right message to the right people; Chapter - 03: Elements of the playground; Chapter - 04: Tactics to increase reach, engagement, and conversion; Chapter - 05: Metrics - from Owned to omni-channel; Chapter - 06: The social media spectrum; Chapter - 07: Engage in conversations on social media; Chapter - 08: The power of community - online and offline; Chapter - 09: Thought leadership; Chapter - 10: Four pillars of thought leadership; Chapter - 11: Evolve the marketing mix; Chapter - 12: Build thought leaders; Chapter - 13: Conclusion;

Über Autor(innen)

Schwedelson, Jay
Founder and CEO, GURU Media Hub

Faus, Ashley
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. A popular 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.

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.