The rise of the platform marketer
Subtitle: performance marketing with Google, Facebook, and Twitter, plus the latest high-growth digital advertising platforms
By: Craig Dempster, John Lee
Contributors: Lee, John, 1974- author
Published: 2015
Language: eng
Number of pages: 228
ISBN-13: 9781119059721
Subjects: Social media; Internet marketing; Marketing; Relationship marketing; Customer relations; Internet advertising
Description: Digital marketing platforms like Google, Facebook, Twitter, etc., have given marketers the chance to deliver targeted and personalized experiences at the individual level, based on individual customer online behavior, but at massive scale, around the clock. To take advantage of these trends and use data and analytics to create relevant engagements with the consumers, brands will have to develop a new set of capabilities, tools, metrics, and processes, along with a new set of skills to use them. We call this new breed of marketer The Platform Marketer. This marketer has a deep understanding of CRM principles, yet knows how to thrive in the new digital audience platform environment. Necessary skills include: Customer Identity management , Audience management, Consumer privacy and compliance. Media and channel optimization, Measurement and attribution, Experience creation and design,Technology Stack.
Notes: Includes index.

Includes bibliographical references and index.
Table of contents: title: The age of the customer; title: The ad tech ecosystem; title: Introducing the platform marketer; title: Identity management.