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

by Craig Dempster (Author), John Lee (Author)

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.

Front Jacket

The Rise of the Platform Marketer is a brand new vision for marketing in the digital age. By blending the principles of customer relationship marketing (CRM) with the skills to leverage today's digital audience platforms, such as Google, Facebook, and Twitter, you can build and sustain competitive advantage. The Rise of the Platform Marketer is an essential guide to achieving addressability at scale to maximize the value of every single customer interaction.

Collecting and managing consumer data has always been important, but only now is it possible to effectively leverage data to deliver targeted, personalized experiences that engage audiences where they are. In The Rise of the Platform Marketer, you'll learn how to build the skills required to take advantage of every opportunity to reach your audience. You'll learn how to experiment, how to innovate, and how to become truly customer centric.

The goal of The Rise of the Platform Marketer is to empower readers to build the nine competencies that will maximize the value of every market segment and take full advantage of the ever-evolving tech ecosystem. It will equip you with fundamental knowledge and best practices in the key areas of identity and audience management, privacy and compliance, media and channel optimization, experience design and creation, platform utilization, measurement, and the technology stack. Armed with these skills, along with an understanding of how to incorporate them into the broader organization, marketers can create customized operating models--and indeed the individualized content--to engage the right consumer in the right place at the right time.

Written by recognized leaders in the field, with contributions from their expert colleagues at Merkle, the largest privately held marketing agency in the United States, The Rise of the Platform Marketer draws on top-level experience and examples to show what works. If you are ready to begin the change process that will lead to more agile, more forward-thinking, more effective marketing, The Rise of the Platform Marketer is the book for you.

Author Biography

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 including Advertising Age, AdExchanger, DM News, Target Marketing, and AdWeek.