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The Rise of the Platform Marketer
Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms
Craig Dempster (Author), John Lee (Author)
9781119059721, Wiley
Hardback, published 29 May 2015
240 pages
23.1 x 16 x 3.1 cm, 0.431 kg
Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the "always-on" consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing's increasingly rapid evolution and capabilities. The expansion of digital platforms has created addressability opportunity through search, video, display, and social media, offering today's foremost opportunity for competitive advantage. This book outlines the capabilities and perspective required to reap the rewards, helping you shift your strategy to align with the demands and expectations of the modern consumer. The new era of marketing requires thorough understanding of cCRM, along with the knowledge and innovative forethought to thrive in the ever-expanding digital audience platform environment. The Rise of the Platform Marketer gives you an edge, and helps you clear a path to full implementation.
Foreword David Williams vii Preface ix Acknowledgments xi Chapter 1 The Age of the Customer 1 Chapter 2 The Ad Tech Ecosystem 21 Special Contributor: Anudit Vikram Chapter 3 Introducing the Platform Marketer 39 Chapter 4 Identity Management 51 Special Contributor: Matthew Mobley Chapter 5 Audience Management 63 Special Contributor: Peter Vandre Chapter 6 The Privacy Paradox 75 Special Contributor: Bennie Smith Chapter 7 Media Optimization 99 Special Contributor: Megan Pagliuca Chapter 8 Channel Optimization 117 Special Contributor: Zimm Zimmermann Chapter 9 Experience Design and Creation 133 Special Contributors: Patrick Collins and Kevin Walsh Chapter 10 Audience Platform Utilization 151 Special Contributor: Matthew Naeger Chapter 11 Measurement and Attribution 163 Special Contributor: Peter Vandre Chapter 12 Marketing Technology Stack 177 Special Contributor: Matthew Mobley Chapter 13 Organizing for Success 191 Special Contributors: Leah van Zelm and Peter Kemp About the Authors 215 About Merkle 217 Index 219
Subject Areas: Business & management [KJ]
