The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI

Social networks are the new norm and traditional marketing is failing in today's digital, always-on culture. Businesses across the world are having to face up to how they remain relevant in the choppy waters of the digital ocean. In an era where a YouTube star gets more daily impressions than Nike, Coca-Cola and Walmart combined, traditional marketing as we know it is dead. The End of Marketing revolutionizes the way brands, agencies and marketers should approach marketing. From how Donald Trump won the American presidency using social media and why Kim Kardashian is one of the world's biggest online brands, through to the impact of bots and automation, this book will teach you about new features and emerging platforms that will engage customers and employees. Discover bold content ideas, hear from some of the world's largest brands and content creators and find out how to build smarter paid-strategies, guaranteed to help you dominate your markets. The End of Marketing explains that no matter how easy it is to reach potential customers, the key relationship between brand and consumer still needs the human touch. Learn how to put 'social' back into social media and claim brand relevancy in a world where algorithms dominate, organic reach is dwindling and consumers don't want to be sold to, they want to be engaged.

·  01 Marketing is dead

·  Know your audience – who are they and what channels are they on?

·  What value do you bring to your intended audience?

·  Who are your references?

·  Who has perceived influence among your target consumers and how can you align with them?

·  Create your own influence

·  References

·  02 Stranded in a digital ocean

·  Getting social media users to engage

·  Be where your customers are

·  Analyze what content works

·  Less promotion, more interaction

·  References

·  03 How to be savage AF – like Randy

·  Be likeable but be a savage

·  Finding your brand mentions

·  Finding your brand mentions alongside competitor brands

·  Finding your competition’s mentions in specific contexts

·  Using industry mentions to find prospective customers

·  Monitoring reviews of your brand

·  Engaging with your competitors’ social media ads

·  Strategies to change how your company is perceived on social media

·  References

·  04 Don’t be mad at Facebook; you just suck at marketing

·  Don’t hate Facebook – get better at marketing

·  Understanding Facebook’s algorithm

·  Types of content to avoid posting on Facebook

·  How to growth hack your Facebook content

·  Create content that converts

·  Conducting an audit of your Facebook pages

·  References

·  05 Swipe right: sales and marketing is no different from finding your match on Tinder

·  The start of Snapchat

·  Don’t overly rely on platforms

·  Living in a Tinder world

·  Carefully map out your story, aka ‘storyboarding’

·  Write short one- or two-sentence captions

·  Ask open-ended questions to maximize engagement

·  Ditch stock photography and replace it with real-life user-generated moments

·  Marketing is like dating

·  Reference

·  06 Growth hacking your way to greatness

·  Cheating isn’t winning

·  Growth hacking

·  Facebook Groups

·  LinkedIn Groups

·  Facebook Watch Party

·  Native blogging

·  How to frame content for maximum engagement

·  Create Instagram and Twitter pods

·  Automate engagement with bots

·  07 Marketing lessons from social media giants DJ Khaled and Kim Kardashian West

·  Five key points for social media success

·  Ten steps to telling the perfect story

·  Reference

·  08 Transforming your advocates into the faces of your brand

·  Why does employee advocacy really matter?

·  Getting buy-in throughout the company

·  Keys to successful employee advocacy program rollouts

·  How to keep up momentum after launching

·  References

·  09 Judgment day: the battle of AI versus humans

·  Machine learning

·  Predictive analytics

·  Artificial intelligence

·  The future is happening now

·  Buying ‘fake’ followers and ‘fake’ engagement

·  Following and unfollowing tactics

·  Auto-like and auto-comment

·  References

·  10 The power of personality and persuasion

·  Meet ‘The 5Ps of Success’

·  Add rich media content

·  Update often and monitor

·  Join LinkedIn Groups

·  Find relevant groups

·  Introduce and engage

·  Create industry thought leadership

·  Create video content

·  Have a plan and be consistent

·  You can’t post once a day and walk away

·  Each channel requires its own strategy

·  What to do in-between posts

·  Reference

·  11 Bringing it all together

·  How to hack the Facebook algorithm

·  Cracking the code on Instagram

·  Turn customers and employees into advocates

·  Have a strategy for each platform

·  Tools to use

·  FAQs

·  Above all, be social

·  12 The new frontier

·  Evolve or die

·  How to continue to engage new audiences

·  Millennials and the C-suite

·  The platforms

·  Final thoughts

·  The new marketing department

·  Create your influencers

·  Conversational marketing

·  Conclusion

·  References

An aparitie	3 Oct 2019
Autor	Carlos Gil
Dimensiuni	13.7 x 1.8 x 21.5 cm
Editura	Kogan Page
Format	Paperback
ISBN	9780749497576
Limba	Engleza
Nr pag	240