The End of Marketing: Humanizing Your Brand in the Age of Social Media, 2nd Edition

Length: 288 pages
Edition: 2
Language: English
Publisher: Kogan Page
Publication Date: 2021-10-26
ISBN-10: 1398601365
ISBN-13: 9781398601369
Sales Rank: #8888915 (See Top 100 Books)

In today’s fragmented and noisy digital ecosystem, more people appreciate the value of authentic marketing and an engaged community than the number of likes on a post or what their favorite brand has on sale. But, in a post-pandemic society, how can brands adapt to the new age of marketing without alienating their customers or clients and losing business? How can companies remain relevant in an era where a TikTok influencer has more impact than a billion-dollar corporation? The answer is to be human.

The End of Marketing revolutionizes the way brands, agencies and marketers should approach marketing to reach today’s consumers. Using lessons from celebrities including DJ Khaled, Kim Kardashian, Ja Rule and Kanye West, and organizations such as Marriott, Wendy’s, Airbnb, Zoom and others, this book teaches you the framework to help you reclaim organic engagement, develop strategies for engaging customers and become a marketing savage.

This fully updated second edition of The End of Marketing will teach you how to remain digitally relevant in a post-pandemic world where algorithms dominate, organic reach is dwindling and consumers don’t want to be sold; they want to be engaged.

About the Author
Acknowledgments
01 Marketing is dead
    Everyone is an influencer, and everyone is a competitor 
    References
02 Stranded in a digital ocean
    Write this down: attention is the commodity, not followers
    Getting social media users to engage
    Be where your customers are
    Analyze what content works
    Less promotion, more interaction
    References
03 How to be savage AF—like Randy
    Be likeable but be a savage
    Finding your brand mentions
    Finding your brand mentions alongside competitor brands
    Finding your competition’s mentions in specific contexts
    Using industry mentions to find prospective customers
    Monitoring reviews of your brand
    Engaging with your competitors’ social media ads
    Strategies to change how your company is perceived on social media
    References
04 Don’t be mad at Facebook; you just suck at marketing
    Don’t hate Facebook—get better at marketing
    Understanding Facebook’s algorithm
    Types of content to avoid posting on Facebook
    How to growth hack your Facebook content
    Create content that converts
    Conducting an audit of your Facebook pages
    References
05 Swipe right: sales and marketing is no different from finding your match on Tinder
    The start of Snapchat
    Don’t overly rely on platforms
    Living in a Tinder world
    Carefully map out your story, aka “storyboarding”
    Write short one- or two-sentence captions
    Ask open-ended questions to maximize engagement
    Ditch stock photography and replace it with real-life user-generated moments
    Marketing is like dating
    Reference
06 Growth hacking your way to greatness
    Cheating isn’t winning
    Growth hacking
    Facebook Groups
    LinkedIn Groups
    Facebook Watch Party
    Native blogging
    How to frame content for maximum engagement
    Create Instagram and Twitter pods
    Automate engagement with bots
07 The celebrity effect: key lessons marketers need to learn from A-list celebrities
    Being genuine is key to creating content that connects 
    Can brands create their own Shiggy challenges? 
    Five key points for social media success
    Ten steps to telling the perfect story
    Reference
08 Transforming your advocates into the faces of your brand
    Why does employee advocacy really matter?
    Getting buy-in throughout the company
    Keys to successful employee advocacy program rollouts
    How to keep up momentum after launching
    How HR can turn employees into advocates
    Why HR should get involved 
    Key steps for HR
    References
09 Bringing it all together
    How to hack the Facebook algorithm
    Cracking the code on Instagram
    Turn customers and employees into advocates
    Have a strategy for each platform
    Tools to use
    FAQs
    Above all, be social
10 The power of personality and persuasion
    Meet “The 5Ps of Success”
    Add rich media content
    Update often and monitor
    Join LinkedIn Groups
    Find relevant groups
    Introduce and engage
    Create industry thought leadership
    Create video content
    Have a plan and be consistent
    You can’t post once a day and walk away
    Each channel requires its own strategy
    What to do in between posts
    Reference
11 Judgment day: the battle of AI versus humans
    Machine learning
    Predictive analytics
    Artificial intelligence
    The future is happening now
    Buying “fake” followers and “fake” engagement
    Following and unfollowing tactics
    Auto-like and auto-comment
    References
12 As social media evolves, marketers must evolve or die
    Evolve or die
    How to continue to engage new audiences
    Millennials and the C-suite
    The platforms 
    Final thoughts
    The new marketing department
    Create your influencers
    Conversational marketing
    How to tell your story and gain organic reach on TikTok
    Tapping into the TikTok community
    Your hero’s journey 
    Using text overlay
    Making your music count 
    Following the trends 
    Understanding the TikTok algorithms 
    The story of Doggface 
    The end of video marketing 
    Conclusion
    References
13 Marketing in a post-pandemic society
    Lead with empathy
    Be open and honest
    Humanize your brand
    Personalize social media channels
    Finding new customers and sales opportunities
    Put in the work now to reap rewards over time
    References
Afterword by Brian Solis
Index