The Rise of the Platform Marketer (PDF)

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.