THE END OF MARKETING: HUMANIZING YOUR BRAND IN THE AGE OF SOCIAL MEDIA AND AI
Book ID/图书代码： 07682019C00024
English Summary/英文概要： Social networks are the new norm and traditional marketing is failing in today’s digital, always-on culture. Businesses across the world are having to face up to how they remain relevant in the choppy waters of the digital ocean. In an era where a YouTube star gets more daily impressions than Nike, Coca-Cola and Walmart combined, traditional marketing as we know it is dead.
The End of Marketing revolutionizes the way brands, agencies and marketers should approach marketing. From how Donald Trump won the American presidency using social media and why Kim Kardashian is one of the world’s biggest online brands, through to the impact of bots and automation, this book will teach you about new features and emerging platforms that will engage customers and employees. Discover bold content ideas, hear from some of the world’s largest brands and content creators and find out how to build smarter paid-strategies, guaranteed to help you dominate your markets.
The End of Marketing explains that no matter how easy it is to reach potential customers, the key relationship between brand and consumer still needs the human touch. Learn how to put ’social’ back into social media and claim brand relevancy in a world where algorithms dominate, organic reach is dwindling and consumers don’t want to be sold to, they want to be engaged.
Chinese Summary/中文概要： 社交网络已经成为了一种新的规范。在今天这个数字化、永远在线的文化中，传统营销正在节节溃败中。世界各地的企业都不得不思考应该如何在汹涌的数字海洋中保持自己的地位。在这个时代，一个YouTube明星每天获得的曝光率比耐克、可口可乐和沃尔玛加起来还要多，我们所知的传统营销方式已不复存在。
本书彻底改变了品牌、机构和营销人员应对市场营销的方式。从特朗普如何利用社交媒体赢得美国总统大选，到金•卡戴珊为何成为全球最大的在线品牌之一，再到机器人和自动化的影响，本书将向读者介绍吸引客户和员工的新特征和新兴平台。挖掘大胆的内容创意，听取一些世界上最大品牌和内容创造者的意见，并找出如何建立更明智的付费策略，以帮助你主导所在的市场。
本书指出，无论接触到潜在客户变得多么容易，品牌和消费者之间的关键关系仍然需要人性化。因此，应该学习如何把“社交”重新放到社交媒体上，并在一个算法占主导地位、实体接触正在减少、消费者不想被贩卖东西而是想参与参与其中的世界里强化品牌关联度。（LYR）
Awards/获奖情况：解释了应该如何通过讲故事、消费者支持及有效的影响者使品牌更具人性化
解释了应该如何通过品牌大使吸引顾客及雇员
收录了包括金•卡戴珊在内的社交媒体巨头的案例分析
评估了人工智能的重要性，并解释了营销人员与机器人如何在数字世界中共存发展
指出每家企业都应该用一张面孔和一个名字取代自己的logo
"Is your marketing failing? Study this book. Carlos Gil reveals a strategy for developing a loyal community in an age where loyalty is hard to come by." (Michael Stelzner, Founder and CEO, Social Media Examiner)
"Carlos Gil’s illustrious career makes him expertly positioned to help readers navigate the ever-changing world of marketing technology. It’s exciting to find a book that provides both a strategic roadmap as well as detailed common-sense advice. It’s a must-read for both seasoned marketers and those who are just starting the journey to build a personal brand." (Bonin Bough, Founder and Chief Growth Officer, Bonin Ventures)
"Carlos Gil is relentless in his dedication to his craft. Don’t bother reading The End of Marketing if you aren’t ready to alter your stale marketing mindset." (Leah Dorsey Harris, Content and Programming Director, Digital Summit Series)
"Razor-sharp, insightful and unafraid to say it like it is. Carlos Gil paves the way for a new era in marketing." (Gerard Adams, Co-founder, Elite Daily)
"Carlos Gil is one of the most brilliant marketers I’ve ever had the pleasure of working with and his insights and knowledge are critical to succeeding in business today. The End of Marketing is essential reading for entrepreneurs and marketers alike. The author is right: marketing is dead; human connection and emotions are what drive people and their actions." (Josh Machiz, Head of Client Engagement, Nasdaq)
"I first saw Carlos Gil speak at SXSW in 2016 and immediately hired him to work with our company. His knowledge, expertise and ability to teach and or implement best practices puts him in an elite category." (Chris Heller, Chief Real Estate Officer, OJO Labs)
About the Author/作者介绍： Carlos Gil，国际主题发言人，获奖数字故事讲述者，领导全球品牌的社交媒体战略逾10年，合作品牌包括LinkedIn, Winn-Dixie, Save-A-Lot，和BMC软件。他的作品在《哈佛商业评论》《企业家》《社交媒体审查员》等杂志上发表，他为美国、欧洲和南美的客户进行主题演讲。他是Gil Media Co.的首席执行官和创始人，曾与多库赛(DocuSign)、西联汇款(Western Union)和凯勒•威廉姆斯(Keller Williams)等《财富》500强客户合作。Carlos Gil is an international keynote speaker and award-winning digital storyteller with over a decade of experience leading social media strategy for global brands including LinkedIn, Winn-Dixie, Save-A-Lot, and BMC Software. His work has been featured in Harvard Business Review, Inc., Entrepreneur, and Social Media Examiner, and his speaking includes keynotes for clients across the United States, Europe and South America. He is the CEO and Founder of Gil Media Co., working with Fortune 500 clients including DocuSign, Western Union, and Keller Williams.
Format:
Rights Status/版权销售情况：Simplified Chinese/简体中文：SOLD(非我们代理）
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
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