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

Dempster, Craig; Lee, John

Rilegato

ISBN 10: 1119059720 ISBN 13: 9781119059721

Casa editrice: John Wiley & Sons Inc, 2015

Riassunto

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.

Su questo libro

L'autore:

CRAIG DEMPSTER is Executive Vice President and Digital Agency Group Leader for Merkle. He has been a member of the company's executive team for nearly a decade and currently leads the team responsible for delivering integrated performance media agency services across search, display, social, mobile, email, web development, user experience, and creative services. For the past four years, Craig has also led Merkle's corporate development, steering the strategic acquisitions that have solidified the company's position as a revered performance marketing agency. Previously, Craig served as Merkle's chief marketing officer and also as vice president of the content solutions group. Prior to joining Merkle, Craig held a number of executive positions at Experian Marketing Services. Craig holds a political science degree from Hofstra University and lives in Ridgefield, CT.

JOHN LEE is Executive Vice President and Chief Strategy Officer for Merkle, responsible for the agency's growth strategy and the development of products and solutions across industries. John is also a strategic advisor to many Fortune 500 clients. Since joining Merkle in 2008, John has served in a number of leadership roles, including management of the company's Healthcare, Life Sciences, Wealth Management, Travel, Media, and Entertainment industry practices. In addition to his duties as CSO, John currently oversees Merkle's Insurance practice. Prior to Merkle, John played executive roles in Liberty Mutual's Personal Markets division and was a member of CapGemini's CRM Strategy practice. John began his agency career with Young and Rubicam, Rapp Collins, and iXL/Razorfish. He is a graduate of Franklin and Marshall College and lives in Wellesley, MA.

Both John and Craig are frequent conference speakers and contributors to industry publications includingAdvertising Age, AdExchanger, DM News, Target Marketing, and AdWeek.

Dalla quarta di copertina:

Praise for
The Rise of the Platform Marketer

"At a time when marketing strategies are becoming increasingly confusing and complex due to the rise of open data, social platforms, and disruptive technologies,The Rise of the Platform Marketer cuts through the noise. Craig and John clearly identify the core competencies needed by marketers in the new world order and provide highly practical organizational guidelines for success. All marketers should read this book."
Bob Lord, President, AOL, Inc.

"Business models are changing for all the players in marketing - publisher, advertiser, agency, and ad-tech solution. Craig and John bring us back to the core role of a Platform Marketer, as advocate for the end consumer, ensuring meaningful experiences as the individual orchestrates through all this change. Platform Marketers will be key to all of us in the media and marketing world."

David Kenny, Chairman & CEO, The Weather Company

"Lee and Dempster make a strong and urgent case for the next stage of marketing at the intersection of the enabled consumer and the new 'Platform Marketer.' By clearly delineating the evolution from the marketing techniques we know well, they show us how to adapt. At the same time, they deliver a wake-up call for marketers themselves to evolve or be left in the dust."

Beth Hirschhorn, Chief Marketing Officer, Kaplan, Inc.

"Finally, a playbook for the enlightened marketer who is increasingly challenged to deliver ever more personalized content to large, diverse audiences. John and Craig do a great job of demystifying today's ad tech ecosystem, the skills needed to break out from the pack, and the toolkit to make it happen."
Patrick Blair, Chief Marketing Officer, Anthem, Inc.

"The paradigm shift to digital has changed nearly every aspect of our lives. But perhaps most acutely, this evolution has reprogrammed how marketers should think about connecting with their audience.The Rise of the Platform Marketer gives us a unique view into this dramatic change, providing deep insights and a guide that any successful marketer must follow. We can no longer do what we've done in the past and hope it keeps working. This book is the key to the future of marketing."

Amir Weiss, SVP, Head of Global eBusiness, MetLife

Su questa edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2015
• ISBN 10: 1119059720
• ISBN 13: 9781119059721
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 228