The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms

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.

About the Authors

Craig Dempster Craig has been a member of the Merkle executive team for nearly a decade. In his current role as executive vice president, he leads Merkle’s Digital Agency Group, a business unit made up of 750 employees who deliver integrated performance media agency services across search, display, social, mobile, email, web development, user experience, and creative services.

In addition to his Digital Agency Group leadership duties, Craig has led Merkle’s corporate development for the past four years. During this time Craig has steered the company’s acquisitions of IMPAQT, a market leading search agency; Social Amp, a Facebook preferred developer that enables the use of open graph data in customer communications; Fifth Finger, a mobile first experience shop; New Control, a digital and direct agency; and RKG, a performance digital media agency.

From 2010 through 2014, Craig held Merkle’s chief marketing officer position, driving corporate strategy for the business and spearheading the ground-up development of the agency’s marketing communication, PR, and events organizations. As CMO, he led the evolution and rebranding of Merkle from a database marketing company to a digitally enabled customer relationship marketing (CRM) agency, driven by data, analytics, and technology—a concept now known as Connected CRM®.

Previously, Craig was corporate vice president of Merkle’s Content Solutions Group, an organization that combined data and analytics to drive direct marketing acquisition services for Merkle’s clients across industries.

Prior to joining Merkle, Craig had a long career at Metromail, and then Experian (which acquired Metromail in the late 1990s). Among his positions there were vice president of data licensing, director of market development, director of interactive marketing, and various sales management positions. Craig joined Merkle in 2006, after serving as senior vice president of sales and account management for Experian Marketing Services.

Craig is a frequent speaker and writer on the topic of CRM and digital media and has been published in numerous publications, including Advertising Age, AdExchanger, DM News, and Ad Week. Craig holds a political science degree from Hofstra University and resides in Ridgefield, Connecticut.

John Lee As executive vice president and chief strategy officer, John is responsible for Merkle’s growth strategy and the development of products and solutions across industries. John is also a strategic adviser to many Fortune 500 brands including DIRECTV, GEICO, Disney, AARP, and MetLife.

John has more than 18 years experience in management consulting, digital media, and CRM. Since joining Merkle in 2008, John has served in a number of leadership roles, including management of Merkle’s Health-care, Life Sciences, Wealth Management, Travel, Media, and Entertainment industry practices. In addition to his duties as CSO, John currently oversees Merkle’s insurance practice.

Prior to joining Merkle, John played executive roles in marketing, distribution, and technology in Liberty Mutual’s Personal Markets division. Previously, he was a member of CapGemini’s CRM Strategy practice. John began his agency career in account management and strategic planning with Young and Rubicam, Rapp Collins, and iXL/Razorfish.

John is a frequent conference speaker and contributor to industry publications including AdExchanger, DM News, and AdAge. He is a graduate of Franklin and Marshall College and lives in Wellesley, Massachusetts.