WINNER: NYC Big Book Award 2020 - Business: Small Business and Entrepreneurship category
WINNER: BookAuthority Best New Book to Read in 2020 - Social Media Marketing category
FINALIST: Business Book Awards 2020 - International Business Book category
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.
Author(s): Carlos Gil
Publisher: Kogan Page
Year: 2019
Language: English
Pages: 240
City: London
Cover
Contents
Acknowledgements
Foreword
01 Marketing is dead
Know your audience – who are they and what channels are they on?
What value do you bring to your intended audience?
Who are your references?
Who has perceived influence among your target consumers and how can you align with them?
Create your own influence
References
02 Stranded in a digital ocean
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 Marketing lessons from social media giants DJ Khaled and Kim Kardashian West
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
References
09 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
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 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
12 The new frontier
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
Conclusion
References
Index
