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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.
EAN: 9781398619388
Edition: 1
Published:
Format: 234 x 156
256 pages

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About the book

The rise of social media and the introduction of artificial intelligence is completely changing the face of modern marketing. With trust in brands reducing, it is more important than ever for marketers to build an authentic and human connection with their customers.

Consumers, whether individuals or businesses, are no longer necessarily looking to buy a product or a brand, instead they are looking to buy solutions to their problems. Brands therefore need to deliver both a delightful and helpful journey for their customers, showing how their offering can solve their consumer's problems to attract and retain business. This book provides a comprehensive framework for how to do this by putting the audience front and center in all your communications, moving away from outdated strategies and tactics that have resulted in reduced reach and declining brand awareness.

Using real-world examples from companies such as Atlassian, Hubspot and Edelman, Human-Centered Marketing takes mid to senior marketers on a journey back to discovering exactly who their audience is and what they need. It explores questions such as where they spend their time and how can brands meet the right people in the right place and provides answers on how to create a seamless customer journey. It also explores how brands can build trust with their market over time through effective thought leadership, helping to future-proof the brand's strategy and ensuring customer loyalty.

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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