06463nam a22005293i 4500 000696973 MiAaPQ 20230227193559.0 m o d | cr cnu|||||||| 230227s2021 xx o ||||0 eng d NEZPRACOVANÝ IMPORT 9781398601352 (electronic bk.) 9781398601345 (MiAaPQ)EBC6735743 (Au-PeEL)EBL6735743 (OCoLC)1272997140 HF5415 .G55 2021 658.80028563 Gil, Carlos. The End of Marketing : Humanizing Your Brand in the Age of Social Media. 2nd ed. London : Kogan Page, Limited, 2021. ©2021. 1 online resource (289 pages) text txt rdacontent computer c rdamedia online resource cr rdacarrier Cover -- Contents -- About the Author -- Acknowledgements -- 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 mediasuccess -- 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 -- Index. Marketing as we know it is dead. Learn how to spend less time reaching only a limited number of followers and build more time listening to what's relevant to customers, clients and your community. Description based on publisher supplied metadata and other sources. Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2023. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries. Marketing-Technological innovations. Internet marketing. elektronické knihy fd186907 czenas electronic books eczenas Print version: Gil, Carlos The End of Marketing London : Kogan Page, Limited,c2021 9781398601345 ProQuest (firma) ko2008435111 https://ebookcentral.proquest.com/lib/vsep/detail.action?docID=6735743 Plný text https://knihovna.vse.cz/zdroje/proquest-ebook-central/?info Informace o práci s e-knihami PQ-OWNED EB NEPOSILAT EB