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The End of Marketing: Humanizing Your Brand in the Age of Social Media 2nd Edition
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Kogan Page

The End of Marketing: Humanizing Your Brand in the Age of Social Media 2nd Edition

$2.00

Format

PDF

Author(s)

Carlos Gil

Publisher

Kogan Page

ISBN-10

1398601365

ISBN-13

978-1398601369

Pages

288

Language

English

Edition

2nd edition | October 26, 2021

File Size

2 MB

Amazon Price

$59

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ISBN: 978-1398601369 SKU: EB1336 Categories: Computer Science, Engineering Tags: Computer Science, Engineering, Social Media, The End of Marketing
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Description

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: American Book Fest Best Book Awards 2020 – Marketing and Advertising category
WINNER: NYC Big Book Award 2020 – Business: Small Business and Entrepreneurship category
WINNER: BookAuthority Best New Book to Read in 2020 – Social Media Marketing category
FINALIST: 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

The End of Marketing 1
The End of Marketing 2
The End of Marketing 3
The End of Marketing 4
The End of Marketing 5
Table of Contents

Contents

  1. Cover
  2. Halftitle
  3. Titlepage
  4. Contents
  5. About the author
  6. Acknowledgements
  7. 01 Introduction: Why every business is now a data business
  8. The astonishing growth of data, artificial intelligence and the Internet of Things
  9. A brave new (data-driven) world
  10. Are we nearing true artificial intelligence?
  11. The fourth industrial revolution – or Industry 4.0
  12. Other world-changing technologies
  13. Why every business must become a data business
  14. Notes
  15. 02 Use cases for data
  16. The six key use cases
  17. Key data use cases in practice
  18. Some industry-specific use cases
  19. How data is revolutionizing the world of business
  20. 03 Using data to improve your business decisions
  21. Setting out your key business questions
  22. Understanding and interpreting your data
  23. Curated data dashboards – the fine dining experience
  24. Self-service data exploration dashboards – the raclette grill experience
  25. Raclette grill analytics in the real world
  26. Data democratization and the role of the data translator
  27. Data storytelling
  28. The future of data visualization and storytelling
  29. 04 Using data to understand your customers
  30. Understanding customer analytics
  31. Types of customer data
  32. Pioneering the 360-degree customer view
  33. Customer analytics at Netflix
  34. Real-time personalization and micro-moments
  35. Disney’s Magic Bands
  36. How data enables customer-led design process
  37. The value of personal connections with customers
  38. 05 Using data to create more intelligent services
  39. Tech services
  40. New tricks for old dogs
  41. Smart services in banking, finance and insurance
  42. Smart services in healthcare, medicine and pharmaceuticals
  43. Smart services in fashion and clothing
  44. Robots as a service
  45. Smart education and training services
  46. AI itself as a service
  47. Every company is a tech company now
  48. Notes
  49. 06 Using data to make more intelligent products
  50. How smart products enable smart services
  51. Autonomous vehicles and mobility
  52. Intelligent home products
  53. Intelligent healthcare products
  54. Intelligent business, industry and manufacturing products
  55. Intelligent sports products
  56. Notes
  57. 07 Using data to improve your business processes
  58. Day-to-day processes and the digital twin
  59. Sales, marketing and customer service
  60. Distribution, warehousing and logistics
  61. Product development
  62. Manufacturing and production
  63. Support services – IT, finance and HR
  64. Notes
  65. 08 Monetizing your data
  66. Increasing the value of your organization
  67. When data itself is the core business asset
  68. When the value lies in a company’s ability to work with data
  69. Selling data to customers or interested parties
  70. Understanding the value of user-generated data
  71. Notes
  72. 09 Defining your data use cases
  73. Identifying use cases
  74. How does the use case link to a strategic goal?
  75. What is the objective of the use case?
  76. How will you measure the success of the use case?
  77. Who will be the use case owner?
  78. Who will be the data customers?
  79. What data do we need?
  80. What data governance issues need to be addressed?
  81. How do we analyse the data and turn it into insights?
  82. What are the technology requirements?
  83. What skills and capabilities do we need?
  84. What are the issues around implementation we need to be aware of?
  85. Pick the most effective use cases and use them to build a data strategy
  86. Constructing your data strategy
  87. 10 Sourcing and collecting data
  88. Understanding the different types of data
  89. Taking a look at newer types of data
  90. Gathering your internal data
  91. Accessing external data
  92. When the data you want doesn’t exist
  93. 11 Data governance, ethics and trust
  94. The ethics of AI
  95. Bias and the importance of ‘clean’ data
  96. Staying on the right side of the law
  97. Keeping your data safe
  98. Practising data governance
  99. Notes
  100. 12 Turning data into insights
  101. The evolution of analytics
  102. Advanced analytics – from science fiction to business fact
  103. Machine learning – the current cutting-edge in AI
  104. Supervised learning
  105. Unsupervised learning
  106. Reinforcement learning
  107. Deep learning and neural networks
  108. Generative adversarial networks (GANs)
  109. Advanced analytics in practice
  110. Types of analytics
  111. No-code and as-a-service AI infrastructure
  112. Notes
  113. 13 Creating a technology and data infrastructure
  114. Data, analytics and AI as a service
  115. Collecting data
  116. Storing data
  117. Public, private and hybrid cloud
  118. The importance of avoiding data silos
  119. The future of data storage
  120. Analysing and processing data
  121. Data communication
  122. Data storytelling and visualization
  123. Notes
  124. 14 Building data competencies in your organization
  125. The data skills shortage, and what it means for your business
  126. Building internal skills and competencies
  127. Outsourcing your data analytics
  128. Notes
  129. 15 Executing and revisiting your data strategy
  130. Putting data strategy into practice
  131. Why data strategies fail
  132. Creating a data culture
  133. Revisiting the data strategy
  134. Notes
  135. 16 Looking ahead
  136. The true value of AI
  137. But where will it all end?
  138. How does this relate to what I’m doing with AI?
  139. Notes
  140. Appendix 1: Data use case template
  141. Appendix 2: Data strategy template
  142. Index
  143. Copyright

About the Author

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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