Description
By (author) Faus, Ashley; Foreword by Schwedelson, Jay
Short /annotation:
Transform your marketing strategy to place the audience front and center, building trust with consumers, developing brand awareness and driving sales.
:
With the rise of AI, excess of distribution channels, and focus on tracking every touchpoint 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.
Table of contents:
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- Chapter – 01: Trust – the foundation that fuels business outcomes;
- Chapter – 02: Content strategy – the right message to the right people;
- Chapter – 03: Elements of the playground;
- Chapter – 04: Tactics to increase reach, engagement, and conversion;
- Chapter – 05: Metrics – from Owned to omni-channel;
- Chapter – 06: The social media spectrum;
- Chapter – 07: Engage in conversations on social media;
- Chapter – 08: The power of community – online and offline;
- Chapter – 09: Thought leadership;
- Chapter – 10: Four pillars of thought leadership;
- Chapter – 11: Evolve the marketing mix;
- Chapter – 12: Build thought leaders;
- Chapter – 13: Conclusion;
Review quote:
“All effective marketing is human-centered. While we”re busy being distracted with shortcuts,
Faus helps us refocus on what matters.”
Review quote:
“Trust is under siege from nearly every angle. Yet marketers like you and me want (need!) to build trust with our audiences. The question is… How?
Ashley draws you a map.”
Review quote:
“Most of the go-to playbooks are outdated, but it”s hard to find a replacement for stale marketing practices.
Ashley constructed a powerful new set of frameworks, along with practical advice and real-world examples.
Human-Centered Marketing brings us back to what actually matters: the people behind the screen.”
Review quote:
“Enterprises love the idea of transformation, but do they have the execution chops? Often, the answer is no.
Ashley”s proven mix of actionable marketing frameworks plus slide-ready metrics are spot-on for today”s big, complex organizations.”
Review quote:
“Business transformation doesn”t happen through finger-pointing, it happens in teams, with the right frameworks. In this book,
Ashley shares powerful, practical frameworks to drive clarity, alignment, and trust-turning your team into a high-performing go-to-market powerhouse.”
Review quote:
“As a CMO operating in an era of declining trust, very few marketing books offer practical insights into how company brands can build trust by tapping into the human element and the person-to-person connection.
Ashley”s book provides a unique collection of rich frameworks and real-world case studies that show brands how to keep humans at the center of their marketing.”
Review quote:
“The frameworks
Ashley shares are a game-changer for PMM
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