Autorentext
Visha Kudhail is a Marketing Director at Square based in London UK. Previously, she was Director of Business Marketing EMEA at Pinterest before which she worked across YouTube Ads marketing at Google and spent 12 years at Thinkbox. She is Chair of the DMA (Data Marketing Association) Media Council and was awarded BIMA 100's Champion for Change in 2021 and Best Marketing Leader at the 2022 Global Women in Marketing Awards, as well as being Shortlisted as 'Advocate of The Year' at the 2024 Women in IT Awards.

Klappentext

Marketing today is dominated by conversations about AI-how to learn it, implement it, and even how it makes our jobs more efficient. While these discussions are important, they overlook the most critical factor that will determine AI's success in marketing. The other AI - Authentic Inspiration. Authentic inspiration is what makes marketing truly effective-it's the human thinking, creativity, and curiosity that AI alone cannot replicate. It's how we ensure marketing remains personal, how we build real connections, and how we maintain trust with the audiences we seek to engage. Without it, we risk alienating people, losing credibility, and destroying the very foundations of great marketing. This book explores how mid-level marketers can embrace authenticity in their marketing by looking at data-driven approaches, creativity, and focussing on genuine audience-first thinking so they can continue to surprise and delight audiences and have a role in their lives. The future of marketing isn't just artificial-it's authentic. Highlighting the growing need to have human to human approaches in marketing, Authentic Marketing focusses on the foundational needs of effective marketing and highlights real-world examples of this in practice from businesses including Royal Mail, BT Sport and Mondelez. As businesses and technology companies prioritise AI practices, marketers must find the balance between artificial and authentic and this book gives practical ways of adapting data-driven approaches that lead to eye-opening insights, ultimately driving profitable growth through consumer loyalty.

Inhalt

Chapter - 00: Preface: Why this book matters Chapter - 01: What is authentic marketing? Chapter - 02: The role that A.I plays in marketing effectiveness Chapter - 03: Data for real human insight Chapter - 04: Staying authentic to the consumer Chapter - 05: Audience first thinking Chapter - 06: Blending storytelling: bridging consumer and business audiences Chapter - 07: Don't just leave the storytelling to the creatives Chapter - 08: Building brand trust in a digital world Chapter - 09: Brand tone: Building and maintaining brand voice Chapter - 10: Marketing pitfalls and where we go wrong Chapter - 11: ROI: What's a valuable marketing metric Chapter - 12: Bringing it all together: How authenticity creates long-term gains