\u003cb\u003eDevelop the skills and capabilities quickly becoming essential in the new marketing paradigm\u003c/b\u003e \u003cp\u003e\u003ci\u003eThe Rise of the Platform Marketer\u003c/i\u003e 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.\u003c/p\u003e \u003cp\u003eThe 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.\u003c/p\u003e \u003cul\u003e \u003cli\u003eDevelop the tools, metrics, and processes necessary to engage the modern consumer\u003c/li\u003e \u003cli\u003eGain a deep understanding of Connected Customer Relationship Management\u003c/li\u003e \u003cli\u003eLeverage trends in technology and analytics to create targeted messages\u003c/li\u003e \u003cli\u003eAdjust your company's structure and operations to align with new capabilities\u003c/li\u003e \u003c/ul\u003e \u003cp\u003eThe 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. \u003ci\u003eThe Rise of the Platform Marketer\u003c/i\u003e gives you an edge, and helps you clear a path to full implementation.\u003c/p\u003e
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