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 (c CRM). 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
c CRM, 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.
Содержание
Foreword David Williams vii
Preface ix
Acknowledgments xi
Chapter 1 The Age of the Customer 1
Chapter 2 The Ad Tech Ecosystem 21
Special Contributor: Anudit Vikram
Chapter 3 Introducing the Platform Marketer 39
Chapter 4 Identity Management 51
Special Contributor: Matthew Mobley
Chapter 5 Audience Management 63
Special Contributor: Peter Vandre
Chapter 6 The Privacy Paradox 75
Special Contributor: Bennie Smith
Chapter 7 Media Optimization 99
Special Contributor: Megan Pagliuca
Chapter 8 Channel Optimization 117
Special Contributor: Zimm Zimmermann
Chapter 9 Experience Design and Creation 133
Special Contributors: Patrick Collins and Kevin Walsh
Chapter 10 Audience Platform Utilization 151
Special Contributor: Matthew Naeger
Chapter 11 Measurement and Attribution 163
Special Contributor: Peter Vandre
Chapter 12 Marketing Technology Stack 177
Special Contributor: Matthew Mobley
Chapter 13 Organizing for Success 191
Special Contributors: Leah van Zelm and Peter Kemp
About the Authors 215
About Merkle 217
Index 219
Об авторе
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 Cap Gemini’s CRM Strategy practice. John began his agency career with Young and Rubicam, Rapp Collins, and i XL/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, Ad Exchanger, DM News, Target Marketing, and Ad Week.
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