The rise of the platform marketer : performance marketing with Google, Facebook, and Twitter, plus the latest high-growth digital advertising platforms / Craig Dempster and John Lee.

Format:

Book

Author/Creator:

Dempster, Craig, author.

Lee, John, 1974- author.

Series:

Energy, climate, and the environment series.

Energy, climate and the environment

Language:

English

Subjects (All):

Internet marketing.

Internet advertising.

Relationship marketing.

Social media--Marketing.

Social media.

Customer relations.

Physical Description:

1 online resource (417 p.)

Edition:

1st edition

Place of Publication:

Hoboken, New Jersey : Wiley, 2015.

Language Note:

English

System Details:

text file

Summary:

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 capabili

Contents:

The age of the customer

The ad tech ecosystem

Introducing the platform marketer

Identity management

Audience management

The privacy paradox

Media optimization

Channel optimization

Experience design and creation

Audience platform utilization

Measurement and attribution

Marketing technology stack

Organizing for success.

Identity management.

Notes:

Includes bibliographical references and index.

Includes index.

Description based on print version record.

ISBN:

9781119059790

1119059798

9781119153863

1119153867

OCLC:

903436762