Screen LibraryThe rise of the platform marketer : performance marketing with Google, Facebook, and Twitter, plus the latest high-growth digital advertising platforms /
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...
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| Main Authors: | |
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| Group Author: | |
| Published: |
Wiley,
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| Publisher Address: | Hoboken, New Jersey : |
| Publication Dates: | [2015] |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Summary: |
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 managementAudience managementConsumer privacy and complianceMedia and channel optimizationMeasurement and attributionExperience creation and designTechnology Stack. |
| Item Description: | Includes index. |
| Carrier Form: | xii, 228 pages : illustrations ; 24 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9781119059721 1119059720 |
| Index Number: | HF5415 |
| CLC: | F713.36 |
| Call Number: | F713.36/D389 |
| Contents: | The age of the customer -- The ad tech ecosystem -- Introducing the platform marketer -- Identity management. |