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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

The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms

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by Craig Dempster, John Lee
Publisher: John Wiley & Sons
Release Date: April 2015
ISBN: 9781119059790
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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

    1. Cover
    2. Title Page
    3. Copyright
    4. Foreword
    5. Preface
    6. Acknowledgments
    7. Chapter 1: The Age of the Customer
      1. Creating Competitive Advantage Through the Digital Audience Platforms
      2. The Mechanics of Addressability at Scale
      3. The Digital Audience Platforms
      4. The Competencies
    8. Chapter 2: The Ad Tech Ecosystem
      1. Advertising is as Old as Time Itself
      2. Digital Advertising is Catching up Fast
      3. But What Really is This Ad Tech Ecosystem, and How Did It Come About?
      4. The Big Picture
      5. Understanding the Players
      6. The Importance of Data in Online Advertising
      7. The Way the Money Flows
    9. Chapter 3: Introducing the Platform Marketer
      1. Identity Management
      2. Audience Management
      3. Consumer Privacy and Compliance
      4. Media Optimization
      5. Channel Optimization
      6. Experience Design and Creation
      7. Platform Utilization
      8. Measurement and Attribution
      9. The Technology Stack
      10. Organizing for Success
      11. A Deeper Look
    10. Chapter 4: Identity Management
      1. The Anatomy of Identity
      2. Terrestrial Identity
      3. Device Identity
      4. Deterministic Versus Probabilistic Identification
      5. Digital Identity
      6. The Impact of the Audience Platforms on Identity Management
      7. The Identity Management Engine
      8. Finding the Known Person In An Anonymous World
      9. Seeing Uniqueness Across Multiple Devices
      10. Why Uniqueness is so Important
    11. Chapter 5: Audience Management
      1. Why Audience Management is Important
      2. Audience Management Tools
      3. When Segmentation Disappoints
      4. Activating Audiences
      5. Tying Audience Management to Marketing Performance
      6. Conclusion
    12. Chapter 6: The Privacy Paradox
      1. Consumer Concerns
      2. The “Privacyscape”
      3. Government
      4. Industry
      5. Individuals
      6. The Platforms
      7. Privacy Policy
      8. Addressability and the Platform Marketer
    13. Chapter 7: Media Optimization
      1. Evolution of Advertising Technologies
      2. Marketer Implications of the Ad Tech Evolution
      3. Fundamental Knowledge and Best Practices
      4. Programmatic Market Challenges
      5. Agency Holding Company Challenges
      6. Summary
    14. Chapter 8: Channel Optimization
      1. Definition
      2. Personalization
      3. Conversation
      4. Multivariate Testing
      5. Site Optimization
      6. Automating Optimization (The Decision Engine)
      7. Scales of Targeting
      8. Content Considerations
      9. Getting Started
      10. Site Optimization Sample
      11. Channel Optimization Has Changed
    15. Chapter 9: Experience Design and Creation
      1. Creating With Insight
      2. What Makes a Great Creative Brief?
      3. Converting Customer Insight
      4. Beyond the Brief
      5. Optimizing Constantly
      6. Raising the Bar
      7. Finding the Right Success
      8. Breaking Down Silos
      9. Unique Creative for Targeted Audiences
      10. Summary
    16. Chapter 10: Audience Platform Utilization
      1. Scale of Addressable Audiences
      2. An Overview of the Platforms
      3. A Look Ahead
    17. Chapter 11: Measurement and Attribution
      1. Measurement Challenges
      2. Addressing Roadblocks
      3. Measurement Strategy
      4. Your Digital Data Nervous System
      5. Effective Measurement Requires Testing
      6. Testing
      7. What is Coming?
    18. Chapter 12: Marketing Technology Stack
      1. A Rationalized Technology Architecture
      2. Marketing Database
      3. Data Management Platform
      4. Identity Management
      5. Analytics Platform
      6. Decision Management
      7. Mastering the Connective Tissue
    19. Chapter 13: Organizing for Success
      1. Start With the Customer Experience
      2. Assign Authority and Accountability for the Experience
      3. Media and Channel Integration
      4. Authority
      5. New Roles
      6. Platform Marketing Teams
      7. Foster a Customer-Centric and Agile Culture
      8. Agility
      9. Business and Technology are in This Together
      10. You are What You Measure
      11. Change Management and Transformation
      12. So How Do You Make it Happen?
      13. Some Final Thoughts on Managing a Successful Change Process
      14. Summary
    20. About the Authors
    21. About Merkle
    22. Index
    23. End User License Agreement