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The End of Marketing: Humanizing Your Brand in the Age of Social Media 2nd Edition
The End of Marketing : Humanizing Your Brand in the Age of Social Media:
WINNER:Â American Book Fest Best Book Awards 2020 – Marketing and Advertising category
WINNER:Â NYC Big Book Award 2020 – Business: Small Business and Entrepreneurship category
WINNER:Â BookAuthority Best New Book to Read in 2020 – Social Media Marketing category
FINALIST:Â Business Book Awards 2020 – International Business Book category
In a post-pandemic society, how can brands adapt to the new age of marketing without alienating their customers or clients? How can companies remain relevant in an era where a TikTok influencer has more impact than a billion-dollar corporation?
The answer is to be human. In today’s fragmented and noisy digital ecosystem, more people appreciate the value of authentic marketing and an engaged community than the number of likes on a post or what their favorite brand has on sale. The End of Marketing revolutionizes the way brands, agencies and marketers should approach marketing to reach today’s consumers. Using lessons from celebrities including DJ Khaled, Kim Kardashian, Ja Rule and Kanye West, and organizations such as Marriott, Wendy’s, Airbnb, Zoom and others, this book teaches you the framework to help you reclaim organic engagement, develop strategies for engaging customers and become a marketing savage.
This fully updated second edition of The End of Marketing will teach you how to remain digitally relevant in a post-pandemic world where algorithms dominate, organic reach is dwindling and consumers don’t want to be sold to; they want to be engaged.
Additional ISBNs:
∗ Print ISBN: 1398601349, 978-1398601345, 9781398601345
∗ eText ISBN: 1398601357, 978-1398601352, 9781398601352
Table of Contents
- Cover
- Halftitle
- Titlepage
- Contents
- About the author
- Acknowledgements
- 01 Introduction: Why every business is now a data business
- The astonishing growth of data, artificial intelligence and the Internet of Things
- A brave new (data-driven) world
- Are we nearing true artificial intelligence?
- The fourth industrial revolution – or Industry 4.0
- Other world-changing technologies
- Why every business must become a data business
- Notes
- 02 Use cases for data
- The six key use cases
- Key data use cases in practice
- Some industry-specific use cases
- How data is revolutionizing the world of business
- 03 Using data to improve your business decisions
- Setting out your key business questions
- Understanding and interpreting your data
- Curated data dashboards – the fine dining experience
- Self-service data exploration dashboards – the raclette grill experience
- Raclette grill analytics in the real world
- Data democratization and the role of the data translator
- Data storytelling
- The future of data visualization and storytelling
- 04 Using data to understand your customers
- Understanding customer analytics
- Types of customer data
- Pioneering the 360-degree customer view
- Customer analytics at Netflix
- Real-time personalization and micro-moments
- Disney’s Magic Bands
- How data enables customer-led design process
- The value of personal connections with customers
- 05 Using data to create more intelligent services
- Tech services
- New tricks for old dogs
- Smart services in banking, finance and insurance
- Smart services in healthcare, medicine and pharmaceuticals
- Smart services in fashion and clothing
- Robots as a service
- Smart education and training services
- AI itself as a service
- Every company is a tech company now
- Notes
- 06 Using data to make more intelligent products
- How smart products enable smart services
- Autonomous vehicles and mobility
- Intelligent home products
- Intelligent healthcare products
- Intelligent business, industry and manufacturing products
- Intelligent sports products
- Notes
- 07 Using data to improve your business processes
- Day-to-day processes and the digital twin
- Sales, marketing and customer service
- Distribution, warehousing and logistics
- Product development
- Manufacturing and production
- Support services – IT, finance and HR
- Notes
- 08 Monetizing your data
- Increasing the value of your organization
- When data itself is the core business asset
- When the value lies in a company’s ability to work with data
- Selling data to customers or interested parties
- Understanding the value of user-generated data
- Notes
- 09 Defining your data use cases
- Identifying use cases
- How does the use case link to a strategic goal?
- What is the objective of the use case?
- How will you measure the success of the use case?
- Who will be the use case owner?
- Who will be the data customers?
- What data do we need?
- What data governance issues need to be addressed?
- How do we analyse the data and turn it into insights?
- What are the technology requirements?
- What skills and capabilities do we need?
- What are the issues around implementation we need to be aware of?
- Pick the most effective use cases and use them to build a data strategy
- Constructing your data strategy
- 10 Sourcing and collecting data
- Understanding the different types of data
- Taking a look at newer types of data
- Gathering your internal data
- Accessing external data
- When the data you want doesn’t exist
- 11 Data governance, ethics and trust
- The ethics of AI
- Bias and the importance of ‘clean’ data
- Staying on the right side of the law
- Keeping your data safe
- Practising data governance
- Notes
- 12 Turning data into insights
- The evolution of analytics
- Advanced analytics – from science fiction to business fact
- Machine learning – the current cutting-edge in AI
- Supervised learning
- Unsupervised learning
- Reinforcement learning
- Deep learning and neural networks
- Generative adversarial networks (GANs)
- Advanced analytics in practice
- Types of analytics
- No-code and as-a-service AI infrastructure
- Notes
- 13 Creating a technology and data infrastructure
- Data, analytics and AI as a service
- Collecting data
- Storing data
- Public, private and hybrid cloud
- The importance of avoiding data silos
- The future of data storage
- Analysing and processing data
- Data communication
- Data storytelling and visualization
- Notes
- 14 Building data competencies in your organization
- The data skills shortage, and what it means for your business
- Building internal skills and competencies
- Outsourcing your data analytics
- Notes
- 15 Executing and revisiting your data strategy
- Putting data strategy into practice
- Why data strategies fail
- Creating a data culture
- Revisiting the data strategy
- Notes
- 16 Looking ahead
- The true value of AI
- But where will it all end?
- How does this relate to what I’m doing with AI?
- Notes
- Appendix 1: Data use case template
- Appendix 2: Data strategy template
- Index
- Copyright
Carlos Gil is the author of The End of Marketing: Humanizing Your Brand in the Age of Social Media and AIand is based in Jacksonville, Florida. He is an international keynote speaker and award-winning digital storyteller with over a decade of experience leading social media strategy for global brands including LinkedIn, Winn-Dixie, Save-A-Lot and BMC Software. A first-generation Cuban-American, Gil’s work has been featured by Social Media Examiner, Inc. and Entrepreneur Magazine in addition to dozens of trade publications. As a social media consultant, Gil has worked with notable Fortune 500 clients, including Hertz, DocuSign, Western Union, Fiverr, Kay Jewelers and Green Dot Bank. As an influencer, Gil has been hired for campaigns in partnership with Nationwide Insurance, Facebook, Snapchat, MGM Resorts, Southwest Airlines and WeWork.
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