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

Develop the skills and capabilities quickly becoming essentialin the new marketing paradigm The Rise of the Platform Marketer helps you leverage thealways–on consumer to deliver more personalized engagementsacross media, channels, and devices. By managing these interactionsat scale throughout the customer lifecycle, you can optimize thevalue of your customers and segments through strategic use ofConnected CRM (cCRM). This book shows you how to take advantage ofthe massive growth and proliferation of social and other digitalmedia, with clear strategy for developing the new capabilities,tools, metrics, and processes essential in the age of platformmarketing. Coverage includes identity management, audiencemanagement, consumer privacy and compliance, media and channeloptimization, measurement and attribution, experience design, andintegrated technology, plus a discussion on how the company as awhole must evolve to keep pace with marketing?s increasingly rapidevolution and capabilities.The expansion of digital platforms has created addressabilityopportunity through search, video, display, and social media,offering today?s foremost opportunity for competitive advantage.This book outlines the capabilities and perspective required toreap the rewards, helping you shift your strategy to align with thedemands and expectations of the modern consumer.Develop the tools, metrics, and processes necessary to engagethe modern consumerGain a deep understanding of Connected Customer RelationshipManagementLeverage trends in technology and analytics to create targetedmessagesAdjust your company?s structure and operations to align withnew capabilitiesThe new era of marketing requires thorough understanding ofcCRM, along with the knowledge and innovative forethought to thrivein the ever–expanding digital audience platform environment. TheRise of the Platform Marketer gives you an edge, and helps youclear a path to full implementation. INDICE: PrefaceChapter 1:The Age of the CustomerChapter 2: The Ad Tech EcosystemChapter 3 Introducing the Platform MarketerChapter 4: Identity ManagementChapter 5: Audience ManagementChapter 6: The Privacy ParadoxChapter 7: Media OptimizationChapter 8: Channel OptimizationChapter 9: Experience Design & CreationChapter 10: Audience Platform UtilizationChapter 11: Measurement & AttributionChapter 12: Marketing Technology StackChapter 13: Organizing for SuccessIndex

• ISBN: 978-1-119-05972-1
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 224
• Fecha Publicación: 20/05/2015
• Nº Volúmenes: 1
• Idioma: Inglés