Cambridge Business Association
The End of Marketing
Book

The End of Marketing

Humanizing Your Brand in the Age of Social Media

Carlos Gil
Kogan Page, 2021
First Edition: 2019
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Editorial Rating

9

Qualities

  • Applicable
  • Concrete Examples
  • Engaging

Recommendation

Digital marketing expert Carlos Gil has worked on the front lines of social media brand marketing since the beginning – launching JobsDirectUSA.com in 2008, and later, providing strategy for global brands like LinkedIn and Winn-Dixie. In his 2018 manual for brand marketers, Gil offers a wealth of insights, tactics and examples from Facebook, LinkedIn, Twitter, Instagram and Snapchat. Useful for corporate social media account managers, agency executives or individuals building a personal brand, the book emphasizes authenticity and focuses on gaining real benefits – not vanity metrics.

Summary

Social media changed the nature of marketing.

Marketers used to depend on mass communications, logos and celebrities to influence how people thought about their brands. But the shift to social media means brand marketers need to adapt. They must connect with consumers on a personal level. At heart, this means listening more, engaging more and selling less. They must enter into a dialogue rather than creating content for content’s sake. Instead of trying to control what people are saying about your brand, engage with those who are already talking about it.

Consumers are highly influenced by one another – and brand marketers need to harness the power of that interpersonal influence. They need to learn about their customers in order to turn them into influencers – brand advocates – within their own personal and professional circles.

Brand marketers need to shift from a mass communication mind-set to one of engaging customers individually.

Many executives don’t understand the power of individualized marketing on social media: They continue to think of social media as just another means of broadcasting traditional marketing. But...

About the Author

CEO of Gil Media Co., a full-service marketing agency, Carlos Gil is an international keynote speaker and digital storyteller. He has over a decade of experience leading social media strategy for global brands including LinkedIn, Winn-Dixie, Save A Lot and DM Software.

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