Kogan Page Ltd Authentic Marketing : Combining Human Thinking And Creativity With Technology To Inspire Audiences

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.