Overview

Practical Digital Marketing and AI Psychology explores how successful brands utilise both psychology and cutting-edge artificial intelligence technologies to maximise digital marketing strategies. Psychology has long been a foundation for successful marketing strategies, and evolving AI technologies are opening up new opportunities for marketers to help brands build trust and loyalty online. In this exceptional book, award-winning writer Jonathan Gabay delves into fascinating psychological digital marketing techniques and concepts, explaining the practical psychology and science you need to lift your marketing career to the next level. Gabay explores how new technologies can be harnessed to increase their impact significantly. The book provides practical tips and contemporary best-practice examples, including prompt engineering, the psychology behind mission statements and logo design, gamification, the possibilities and pitfalls of social media, among many more areas that will ensure your brand is trusted, valued, and desired. This definitive book is perfect for marketing students up to PhD level and digital marketing, PR, and sales professionals looking for a fascinating, compelling read, packed with ideas and examples, that combines academic excellence with practical advice – all written and presented in a highly accessible style.

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9781032521381

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Reviews

“This book does a magnificent job of fusing the latest – and oldest – thinking in neuroscience with the best of modern digital marketing.” Rory Sutherland, Vice Chairman, Ogilvy “Interested in how we got here and where we might go next? Gabay blends the history of science, business, culture, and more with insights into the evolution of neuroscience for more thoughtful marketing and communications.” Ben Page, Chief Executive Officer, IPSOS “As a Unilever graduate and a Persil brand manager, I was trained that great brands never forgot F, P, & E – Function, Psychology and Emotion. It is perhaps one of the weaknesses of modern marketing that these three pillars of brand equity are forgotten or treated unequally. Indeed, I needed a real understanding of the importance of psychology to solve many of the strategic problems I have faced over my career. To this day, I remember my lessons in psychophysics and its application to the dishwash market and was able to apply this to an explanation of Castrol’s success in engine lubricants. Basically though, if brand marketing is forging a relationship with people, it ought to be basic foundational training to understand the relevant psychology. This book makes that clear and is thus a very useful contribution to the academic marketing bookshelf.” Jane Frost CBE, Chief Executive Officer, Market Research Society “This book is a welcome and timely guide to the changing marketing landscape created by AI tools. It gives a grand tour of the issues, benefits, pitfalls, and dilemmas unfolding.” Gerald Ashley, Advisor & Author on Risk & Uncertainty, Managing Director, St. Mawgan & Co Limited “Understanding and applying the power of AI is vital to the future career of each and every marketer. Jonathan Gabay is your ideal guide to the new frontier of neuromarketing, who in Practical Digital Marketing and AI Psychology will step you through how generative AI, including ChatGPT, can be used to make brands more compelling and boost conversions.” Dave Chaffey, Winning Marketing Author, Founder, Smart Insights

“This book does a magnificent job of fusing the latest – and oldest – thinking in neuroscience with the best of modern digital marketing.” Rory Sutherland, Vice Chairman, Ogilvy “Interested in how we got here and where we might go next? Gabay blends the history of science, business, culture and more with insights into the evolution of neuroscience for more thoughtful marketing and communications.” Ben Page, Chief Executive Officer, IPSOS “As a Unilever graduate and a Persil brand manager, I was trained that great brands never forgot F, P &E – Function, Psychology and Emotion. It is perhaps one of the weaknesses of modern marketing that these three pillars of Brand Equity are forgotten or treated unequally. Indeed, I needed a real understanding of the importance of Psychology to solve many of the strategic problems I have faced over my career. To this day I remember my lessons in psychophysics and its application to the dishwash market and was able to apply this to an explanation of Castrol’s success in engine lubricants. Basically though, if brand marketing is forging a relationship with people , it ought to be basic foundational training to understand the relevant psychology. This book makes that clear and is thus a very useful contribution to the academic marketing bookshelf.” Jane Frost CBE, Chief Executive Officer, Market Research Society “This book is a welcome and timely guide to the changing marketing landscape created by AI tools. It gives a grand tour of the issues, benefits, pitfalls, and dilemmas unfolding.” Gerald Ashley, Advisor & Author on Risk & Uncertainty, Managing Director, St. Mawgan & Co Limited “Understanding and applying the power of AI is vital to the future career of each and every marketer. Jonathan Gabay is your ideal guide to the new frontier of neuromarketing, who in Practical Digital Marketing and AI Psychology will step you through how Generative AI, including ChatGPT, can be used to make brands more compelling and boost conversions.” Dave Chaffey, Winning Marketing Author, Founder, Smart Insights

“This book does a magnificent job of fusing the latest – and oldest – thinking in neuroscience with the best of modern digital marketing.” Rory Sutherland, Vice Chairman, Ogilvy “Interested in how we got here and where we might go next? Gabay blends the history of science, business, culture and more with insights into the evolution of neuroscience for more thoughtful marketing and communications.” Ben Page, Chief Executive Officer, IPSOS “As a Unilever graduate and a Persil brand manager, I was trained that great brands never forgot F, P &E – Function, Psychology and Emotion. It is perhaps one of the weaknesses of modern marketing that these three pillars of Brand Equity are forgotten or treated unequally. Indeed, I needed a real understanding of the importance of Psychology to solve many of the strategic problems I have faced over my career. To this day I remember my lessons in psychophysics and its application to the dishwash market and was able to apply this to an explanation of Castrol’s success in engine lubricants. Basically though, if brand marketing is forging a relationship with people, it ought to be basic foundational training to understand the relevant psychology. This book makes that clear and is thus a very useful contribution to the academic marketing bookshelf.” Jane Frost CBE, Chief Executive Officer, Market Research Society “This book is a welcome and timely guide to the changing marketing landscape created by AI tools. It gives a grand tour of the issues, benefits, pitfalls, and dilemmas unfolding.” Gerald Ashley, Advisor & Author on Risk & Uncertainty, Managing Director, St. Mawgan & Co Limited “Understanding and applying the power of AI is vital to the future career of each and every marketer. Jonathan Gabay is your ideal guide to the new frontier of neuromarketing, who in Practical Digital Marketing and AI Psychology will step you through how Generative AI, including ChatGPT, can be used to make brands more compelling and boost conversions.” Dave Chaffey, Winning Marketing Author, Founder, Smart Insights

Author Information

J. Jonathan Gabay is an award-winning copywriter, author of 15 books, an international podcaster, keynote speaker, and senior university lecturer. He regularly appears on news channels including BBC, CNN, SKY News, Al Jazeera, and The Times (Radio Network). His digital psychology courses are delivered at major universities, as well as for official trade organisations, such as the Chartered Institute of Marketing and DMANC (Direct Marketing Association of North California). He has also devised and delivered highly successful graduate-level programmes for universities throughout Europe and advises major educational institutions on the use of AI.

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