Practical Digital Marketing and AI Psychology

“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