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Capitalize on the Opportunity of Today's Digital Marketing Platforms
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. InThe 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 everevolving 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 modelsand indeed the individualized contentto 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.
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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."
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Amir Weiss, SVP, Head of Global eBusiness, MetLife