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The rise of the platform marketer : performance marketing with Google, Facebook, and Twitter, plus the latest high-growth digital advertising platforms

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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.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

U 658.872 DEM r

Penerbit

Hoboken, New Jersey : John Wiley & Sons., 2015

Deskripsi Fisik

xii, 228 pages : illustrations ; 23 cm

Bahasa

English

ISBN/ISSN

9781119059721

Klasifikasi

658.872

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Marketing
Consumer behavior
Customer relations
Internet marketing
Relationship marketing
Internet advertising

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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