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- Wiley
More About This Title The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms
English
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.
English
ERIC HEHMAN is Chief Executive Officer of Austin Asset. Eric joined Austin Asset in 1997 as an unpaid intern, became a principal in 1999, and CEO in 2007. In 2014, Eric completed the seven-year transition plan providing for the retirement of the firm's founder.
JAY HUMMEL is a Senior Vice President in the Corporate Strategy group of Envestnet. He spends much of his time consulting with the company's largest Registered Investment Advisor (RIA) clients and prospects, helping them build and deliver on their strategic vision through their partnership with Envestnet.
TIM KOCHIS is a 40-plus-year veteran of the wealth management industry and a founder and former CEO and Chairman of Aspiriant. He successfully transitioned equity ownership and management responsibility and now consults with firms around the world facing similar issues.
English
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
