Book description
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.
Develop the tools, metrics, and processes necessary to engage the modern consumer
Gain a deep understanding of Connected Customer Relationship Management
Leverage trends in technology and analytics to create targeted messages
Adjust your company's structure and operations to align with new capabilities
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.
Table of contents
- Cover
- Title Page
- Copyright
- Foreword
- Preface
- Acknowledgments
- Chapter 1: The Age of the Customer
- Chapter 2: The Ad Tech Ecosystem
- Chapter 3: Introducing the Platform Marketer
-
Chapter 4: Identity Management
- The Anatomy of Identity
- Terrestrial Identity
- Device Identity
- Deterministic Versus Probabilistic Identification
- Digital Identity
- The Impact of the Audience Platforms on Identity Management
- The Identity Management Engine
- Finding the Known Person In An Anonymous World
- Seeing Uniqueness Across Multiple Devices
- Why Uniqueness is so Important
- Chapter 5: Audience Management
- Chapter 6: The Privacy Paradox
- Chapter 7: Media Optimization
- Chapter 8: Channel Optimization
- Chapter 9: Experience Design and Creation
- Chapter 10: Audience Platform Utilization
- Chapter 11: Measurement and Attribution
- Chapter 12: Marketing Technology Stack
-
Chapter 13: Organizing for Success
- Start With the Customer Experience
- Assign Authority and Accountability for the Experience
- Media and Channel Integration
- Authority
- New Roles
- Platform Marketing Teams
- Foster a Customer-Centric and Agile Culture
- Agility
- Business and Technology are in This Together
- You are What You Measure
- Change Management and Transformation
- So How Do You Make it Happen?
- Some Final Thoughts on Managing a Successful Change Process
- Summary
- About the Authors
- About Merkle
- Index
- End User License Agreement
Product information
- Title: The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms
- Author(s):
- Release date: April 2015
- Publisher(s): Wiley
- ISBN: 9781119059721
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