Human-Centered Marketing

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framework for how to do this by putting the audience front and center in all your communications, moving away from outdated strategies and tactics that have resulted in reduced reach and declining brand awareness.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.