- Explains the critical role authenticity plays in marketing and society in relation to emerging technology
- Covers how data drives insight to create genuine audience-first marketing
- Provides guidance on how authenticity builds brand trust and resilience
- Features real-world examples from businesses including Royal Mail, BT Sport and Mondelez
Authentic Marketing
Combining Human Thinking and Creativity with Technology to Inspire Audiences
Unlock real human insights using data-driven approaches and inspire audience connection by creating authentic marketing that puts the audience first.
Key features at a glance
EAN: 9781398625846
Edition: 1
Published:
Format: 234x156
240 pages
About the book
Develop a marketing strategy that blends data-driven principles with authentic human insight to deliver stronger, more meaningful results.
Authentic Marketing is a practical guide for mid-career marketers who want to build credibility, apply clear frameworks and develop campaigns that stand out in an increasingly AI-driven landscape. As conversations about automation dominate the industry, this book reframes what truly drives marketing effectiveness: human curiosity, creativity and audience-first thinking.
Written by industry leader Visha Kudhail, the book provides actionable tools for integrating authentic inspiration with data-driven approaches. Through detailed chapters and real-world examples, it shows how to implement strategies that optimize performance, build trust and strengthen long-term consumer loyalty.
You'll learn how to:
- Apply audience-first principles to develop creative ideas grounded in real human insight
- Implement data-driven strategies that support authenticity rather than replace it
- Develop frameworks for balancing automation with the emotional intelligence marketing requires
- Optimize campaigns by identifying meaningful audience motivations and behaviours
- Use real-world examples to strengthen credibility and apply best practices across industries
With its balance of strategy, practical guidance and modern industry insight, Authentic Marketing helps mid-career professionals develop campaigns that deliver measurable impact while staying true to the human foundations of great marketing.
Themes include: marketing strategy, creativity frameworks, audience insight, authentic storytelling, data-driven marketing, campaign optimization
About the authors
Visha Kudhail is a Marketing Director at Square based in London UK. Previously, she was Director of Business Marketing EMEA at Pinterest before which she worked across YouTube Ads marketing at Google and spent 12 years at Thinkbox. She is Chair of the DMA (Data Marketing Association) Media Council and was awarded BIMA 100's Champion for Change in 2021 and Best Marketing Leader at the 2022 Global Women in Marketing Awards, as well as being Shortlisted as 'Advocate of The Year' at the 2024 Women in IT Awards.
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