- Covers the audience journey and how marketers can forefront their customer in all their communications
- Explores how brands can take a human-to-human approach and mid to senior marketers can meet their audience where they are by tapping into conversations and communities
- Includes content on how thought leadership can build brand trust which increases customer loyalty and future-proofs the business
- Features real-world examples from companies such as Adobe, Hubspot and Edelman
Human-Centered Marketing
How to Connect with Audiences in the Age of AI
Transform your marketing strategy to place the audience front and center, building trust with consumers, developing brand awareness and driving sales.
Key features at a glance
EAN: 9781398619388
Edition: 1
Published:
Format: 234x156
256 pages
About the book
With the rise of AI, excess of distribution channels, and focus on tracking every touch-point 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.
About the authors
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.
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