{"product_id":"the-rise-of-the-platform-marketer-performance-marketing-with-google-facebook-and-twitter-plus-the-latest-high-growth-digital-advertising-platforms-hardback-9781119059721","title":"The Rise of the Platform Marketer; Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms (Hardback) 9781119059721","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Rise of the Platform Marketer\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003ePerformance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eCraig Dempster (Author), John Lee (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781119059721, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 29 May 2015\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e240 pages\u003cbr\u003e23.1 x 16 x 3.1 cm, 0.431 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eDevelop the skills and capabilities quickly becoming essential in the new marketing paradigm\u003c\/b\u003e  \u003cp\u003e\u003ci\u003eThe Rise of the Platform Marketer\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDevelop the tools, metrics, and processes necessary to engage the modern consumer\u003c\/li\u003e \u003cli\u003eGain a deep understanding of Connected Customer Relationship Management\u003c\/li\u003e \u003cli\u003eLeverage trends in technology and analytics to create targeted messages\u003c\/li\u003e \u003cli\u003eAdjust your company's structure and operations to align with new capabilities\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe 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. \u003ci\u003eThe Rise of the Platform Marketer\u003c\/i\u003e gives you an edge, and helps you clear a path to full implementation.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword David Williams vii\u003c\/p\u003e \u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003eChapter 1 The Age of the Customer 1\u003c\/p\u003e \u003cp\u003eChapter 2 The Ad Tech Ecosystem 21\u003c\/p\u003e \u003cp\u003eSpecial Contributor: Anudit Vikram\u003c\/p\u003e \u003cp\u003eChapter 3 Introducing the Platform Marketer 39\u003c\/p\u003e \u003cp\u003eChapter 4 Identity Management 51\u003c\/p\u003e \u003cp\u003eSpecial Contributor: Matthew Mobley\u003c\/p\u003e \u003cp\u003eChapter 5 Audience Management 63\u003c\/p\u003e \u003cp\u003eSpecial Contributor: Peter Vandre\u003c\/p\u003e \u003cp\u003eChapter 6 The Privacy Paradox 75\u003c\/p\u003e \u003cp\u003eSpecial Contributor: Bennie Smith\u003c\/p\u003e \u003cp\u003eChapter 7 Media Optimization 99\u003c\/p\u003e \u003cp\u003eSpecial Contributor: Megan Pagliuca\u003c\/p\u003e \u003cp\u003eChapter 8 Channel Optimization 117\u003c\/p\u003e \u003cp\u003eSpecial Contributor: Zimm Zimmermann\u003c\/p\u003e \u003cp\u003eChapter 9 Experience Design and Creation 133\u003c\/p\u003e \u003cp\u003eSpecial Contributors: Patrick Collins and Kevin Walsh\u003c\/p\u003e \u003cp\u003eChapter 10 Audience Platform Utilization 151\u003c\/p\u003e \u003cp\u003eSpecial Contributor: Matthew Naeger\u003c\/p\u003e \u003cp\u003eChapter 11 Measurement and Attribution 163\u003c\/p\u003e \u003cp\u003eSpecial Contributor: Peter Vandre\u003c\/p\u003e \u003cp\u003eChapter 12 Marketing Technology Stack 177\u003c\/p\u003e \u003cp\u003eSpecial Contributor: Matthew Mobley\u003c\/p\u003e \u003cp\u003eChapter 13 Organizing for Success 191\u003c\/p\u003e \u003cp\u003eSpecial Contributors: Leah van Zelm and Peter Kemp\u003c\/p\u003e \u003cp\u003eAbout the Authors 215\u003c\/p\u003e \u003cp\u003eAbout Merkle 217\u003c\/p\u003e \u003cp\u003eIndex 219\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52516222435608,"sku":"9781119059721","price":21.59,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781119059721_289497.jpg?v=1786679027","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-rise-of-the-platform-marketer-performance-marketing-with-google-facebook-and-twitter-plus-the-latest-high-growth-digital-advertising-platforms-hardback-9781119059721","provider":"Freshly Printed Books","version":"1.0","type":"link"}