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

by Craig Dempster, Jonh Lee

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.

Genres: Business

236 pages, Kindle Edition

First published April 9, 2015

Reviews

[Kathy Nealen · Rating 4 out of 5]

Although I am an IT professional, I have not worked on marketing or e-commerce systems. I liked finding out what was going on behind the scenes of my Facebook and Amazon pages. I had never really thought about the complexities of identity management but I could see how all the pieces of data were connecting to help define the individual behind the various devices and user ids. This book is fairly technical and has a great deal of marketing terminology but does explain most of them along the way. It is not a quick, easy read unless perhaps the reader is a professional in this area but is very informative if you read thoroughly. It has many helpful graphics and diagrams.

[Corey A. Jones · Rating 3 out of 5]

In many ways, this book can be quite technical, but it's a topic that should be understood by the modern CMO or anyone in marketing. Marketing has become data driven and digital is at the heart of all data driven marketing. You'll walk away more knowledgeable about Facebook, Twitter, Google, AOL, Display, Retargeting, Addressability, etc. It sparked a few ideas for me to try. I recommend it for anyone in marketing.

[William Anderson · Rating 5 out of 5]

A really great introduction, overview and dive into ad marketplaces from both sides. If you deal with ad technology, are starting a Job that is ad heavy or are looking to introduce programmatic ads to your website/or place ads on others this book will break down the technologies jargons and industry adeptly.

Furthermore Dempster goes over strategy, company priorities, and vision talking through the evolving and emerging role/responsibilities of marketers.

[Cliff Chew · Rating 5 out of 5]

I gave this book a 5 because it speaks extractly to what I need for my job right now! This book is more focused on the technical and organizational aspects of stuff. This book definitely provides a lot of useful considerations that I will be looking into in terms of technical implementations. Unfortunately, reading this book in 2018 makes this book a bit dated, but this is really due to the how fast this space (digital marketing) is evolving.

[L · Rating 5 out of 5]

Not for beginners but extremely useful and forward looking. It is quite technical so definitely not a casual read. It has a wealth of solid info and is a must read for any digital marketer.

[Marshall Angel · Rating 5 out of 5]

very good