Faus Human-Centered Marketing

How to Connect with Audiences in the Age of AI
1. Auflage 2025
ISBN: 978-1-3986-1939-5
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 256 Seiten, Accessible EPUB

How can marketers rebuild trust in a crowded, data-driven world?

Human-Centered Marketing is a practical guide for mid- to senior-level marketers who want to design strategies that connect with real people, not just metrics. Written for professionals ready to evolve their approach, it introduces three proven frameworks to help you find, engage, and convert audiences with authenticity and impact.

Drawing on examples from brands including Adobe, HubSpot, and Edelman, this book shows you how to shift from linear funnels to dynamic, community-driven journeys, optimize your social strategy to go beyond conversation, and position yourself and your brand as a trusted industry voice.

You'll learn how to:

- Apply frameworks to build trust and drive measurable growth
- Map audience journeys that behave like playgrounds, not pipelines
- Evolve social strategies to nurture engaged, self-sustaining communities
- Develop thought leadership that shapes brand perception and loyalty

With detailed chapters, actionable tools, and field-tested examples, Human-Centered Marketing equips you to implement strategies that resonate in today's complex, fast-changing environment, while strengthening your career impact.

Themes include: strategy, principles, audience engagement, trust building, social media optimization, community leadership

Autoren/Hrsg.

Faus, Ashley

Weitere Mitwirkende

Schwedelson, Jay

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Mathematik | Informatik EDV | Informatik Digital Lifestyle Internet, E-Mail, Social Media

Inhaltsverzeichnis

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;

Über Autor(innen)

Faus, Ashley
Ashley Faus is Head of Lifecycle Marketing, Portfolio at Atlassian. Based in San Francisco, CA, her work has been featured in TIME, Forbes, Content Marketing Institute and The Journal of Brand Strategy. A popular speaker she's shared insights with audiences at conferences including DigiMarCon, Digital Summit, INBOUND and MarketingProfs B2B Forum. She has been awarded as one of the Top 100 Product Marketing Mentors 2024, 50 Top B2B Marketing Influencers, Experts and Speakers to Follow 2022 and 2023 and 50 Marchitects to Follow 2022.

Schwedelson, Jay
Founder and CEO, GURU Media Hub

Ashley Faus is Head of Lifecycle Marketing, Portfolio at Atlassian. Based in San Francisco, CA, her work has been featured in TIME, Forbes, Content Marketing Institute and The Journal of Brand Strategy. As a speaker she's shared insights with audiences at conferences including DigiMarCon, Digital Summit, INBOUND and MarketingProfs B2B Forum. She has been awarded as one of the Top 100 Product Marketing Mentors 2024, 50 Top B2B Marketing Influencers, Experts and Speakers to Follow 2022 and 2023 and 50 Marchitects to Follow 2022.