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 essential in the new marketing paradigm

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

Dempster.C, Lee.J

John Wiley&Son.Inc

2015

Abstract

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 pac...

TABLE OF CONTENTS

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

Citation

Dempster.C, Lee.J. The rise of the plattorm markrtter. John Wiley&Son.Inc, 2015

Collection

Bộ sưu tập số Lĩnh vực Kinh tế

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