The Rise of the Platform Marketer

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 ...

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Author: Craig Dempster

Publisher: John Wiley & Sons

ISBN: 9781119059790

Category: Business & Economics

Page: 240

View: 100

Develop the skills and capabilities quickly becoming essentialin the new marketing paradigm The Rise of the Platform Marketer helps you leverage the"always-on" consumer to deliver more personalized engagementsacross media, channels, and devices. By managing these interactionsat scale throughout the customer lifecycle, you can optimize thevalue of your customers and segments through strategic use ofConnected CRM (cCRM). This book shows you how to take advantage ofthe massive growth and proliferation of social and other digitalmedia, with clear strategy for developing the new capabilities,tools, metrics, and processes essential in the age of platformmarketing. Coverage includes identity management, audiencemanagement, consumer privacy and compliance, media and channeloptimization, measurement and attribution, experience design, andintegrated technology, plus a discussion on how the company as awhole must evolve to keep pace with marketing's increasingly rapidevolution and capabilities. The expansion of digital platforms has created addressabilityopportunity through search, video, display, and social media,offering today's foremost opportunity for competitive advantage.This book outlines the capabilities and perspective required toreap the rewards, helping you shift your strategy to align with thedemands and expectations of the modern consumer. Develop the tools, metrics, and processes necessary to engagethe modern consumer Gain a deep understanding of Connected Customer RelationshipManagement Leverage trends in technology and analytics to create targetedmessages Adjust your company's structure and operations to align withnew capabilities The new era of marketing requires thorough understanding ofcCRM, along with the knowledge and innovative forethought to thrivein the ever-expanding digital audience platform environment. TheRise of the Platform Marketer gives you an edge, and helps youclear a path to full implementation.

Media Selling

Digital, Television, Audio, Print and Cross-Platform Charles Warner, William
Lederer, Brian Moroz. receive for watches as you surf the web, especially to
content sites ... Dempster, Craig and Lee, John. 2015. The Rise of the Platform
Marketer ...

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Author: Charles Warner

Publisher: John Wiley & Sons

ISBN: 9781119477464

Category: Social Science

Page: 576

View: 271

The must-have resource for media selling in today’s technology-driven environment The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem. Today, digital advertising has surpassed television as the number-one ad investment platform, and Google and Facebook dominate the digital advertising marketplace. The authors highlight the new sales processes and approaches that will give media salespeople a leg up on the competition in our post-Internet media era. The book explores the automated programmatic buying and selling of digital ad inventory that is disrupting both media buyers and media salespeople. In addition to information on disruptive technologies in media sales, the book explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, sales stage management guides, and sample in-person, phone, and email sales scripts. Media Selling offers media sellers a customer-first and problem-solving sales approach. The updated fifth edition: Contains insight from digital experts into how 82.5% of digital ad inventory is bought and sold programmatically Reveals how to conduct research on Google Analytics Identifies how media salespeople can offer cross-platform and multi-channel solutions to prospects’ advertising and marketing challenge Includes insights into selling and distribution of podcasts Includes links to downloadable case studies, presentations, and planners on the Media Selling website Includes an extensive Glossary of Digital Advertising terms Written for students in communications, radio-TV, and mass communication, Media Selling is the classic work in the field. The updated edition provides an indispensable tool for learning, training, and mastering sales techniques for digital media.

Leveraging Computer Mediated Marketing Environments

Offerpop sifts gold from user-generated content: platform aggregates rich social
data with an emphasis on visuals for the entire customer journey. Haymarket
Media, Inc. Dempster, C., & Lee, J. (2015). The Rise of the Platform Marketer: ...

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Author: Bowen, Gordon

Publisher: IGI Global

ISBN: 9781522573456

Category: Business & Economics

Page: 473

View: 698

Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.

The Agile Marketer

Written by a premier practitioner of modern marketing, this book will provide you with: Insights on the evolution of product development and management in the organization—and why marketing must partner with them in the new era An ...

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Author: Roland Smart

Publisher: John Wiley & Sons

ISBN: 9781119223009

Category: Business & Economics

Page: 240

View: 542

"This book is for marketing leaders who are attempting to modernize their marketing practices, the platforms that support them- so that they can partner with the chief poduct officer to innovate, drive the business, and establish competitive advantage. It's also for marketers who recognize a unique opportunity to position marketing as the "steward" not just of the brand but of customer experience across the board"--

Insurance Advocate

“The marketer knows how to base communication and persuasion on solid
platforms of consumer testing and research,” Eagle adds. “Clearly, when it comes
to genuine problemsolving, the marketer is society's best bet.” Eagle also
defended ...

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Author:

Publisher:

ISBN: STANFORD:36105061366717

Category: Insurance

Page:

View: 490

Brandfaces

The rise of new digital media platforms has left marketers dumbfounded ;
interactive television , satellite radio , cellular ... is well vest in current marketing
and media trends , the agency runs along with what the brief given to it by the
marketer .

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Author:

Publisher:

ISBN: STANFORD:36105123891397

Category: Advertising

Page:

View: 209

Standard Poor s Stock Reports

We project operating EPS to increase 10 % in FY 09 to $ 0.43 . ... Over the past
30 years , FLWS has evolved from a local florist in New York City into a national
direct marketer of floral products via retail ... The company's scalable IT platform
and fulfillment network enable it to vertically integrate acquisitions and to capture
 ...

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Author:

Publisher:

ISBN: UCLA:L0096835764

Category: Corporations

Page:

View: 982

B to B

Symbol is a developer and marketer of scanner - integrated mobile and wireless
information management platforms . ... did not N A BID TO EXTEND its presence
in ed , when combined with the rise of disclose , were up between 300 % offline ...

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Author:

Publisher:

ISBN: MINN:31951P006693072

Category: Advertising

Page:

View: 980

Business 2 0

... the most important adman on the Internet , and his innovations have played a
big part in making the Web an effective marketing platform . ... talent for self -
promotionnurtured the former Oracle exec's reputation for being an innovator , a
revolutionary , and a brilliant marketer . ... More important , perhaps , Benioff's
vision of the future proved prophetic , foreshadowing the rise of the Web 2.0
phenomenon ...

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Author:

Publisher:

ISBN: MINN:31951P01005118N

Category: Electronic commerce

Page:

View: 317

The Hollywood Reporter

The industry standard for streaming fulllength episodes restricts commercial pods
to a single marketer . " Limited commercials ” has been a selling point for all
platforms that provide longform " Lost " programming , including ABC ' s rival ...

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Author:

Publisher:

ISBN: STANFORD:36105133495767

Category: Motion picture industry

Page:

View: 399

Strategic Marketing Management

This type of analysis helps the marketer anticipate future scenarios and
encourages a longer - range strategic view . ... in 1993 , VW has come out of its
crisis by trimming the workforce , reducing the number of car platforms , and
driving down suppliers ' prices . ... Profit margins and share price continue to rise ,
quality has improved more than any other auto maker in the past 5 years
according to J. D. ...

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Author: Carol H. Anderson

Publisher:

ISBN: PSU:000043690916

Category: Globalization

Page: 486

View: 220

This text offers comprehensive coverage of current marketing management concepts and issues such as globalization, information age economy, ethics, and the environment. Each chapter opens with a scenario that introduces students to the topic, a margin glossary throughout defines special terms, and end-of-chapter discussion questions and exercises test students' understanding of the material. The supplementary casebook, which may be used with any marketing text, provides timely, relevant studies of organizations in a wide range of industries.

Effective Marketing Management

It should be emphasised that none of these rights is unfamiliar to the marketer of
industrial or consumer products . ... The right to be protected is also a major plank
in the consumerist platform . ... It must , and will , give rise to a greater integrity in
the advertising and promotional puffery of our profession without , one hopes ...

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Author: Martin Christopher

Publisher: Gower Publishing Company, Limited

ISBN: UCLA:L0050182161

Category: Marketing

Page: 192

View: 118

Marketing

Digital agencies ' fondness for fun virals is well known , but from a marketer ' s
point of view , tailoring video to search is a ... Online advertising was hailed as
the end of TV long before it actually began to gain traction , and the rise of online
video ... On some video platforms , you have actual play metrics , ' says Girdwood
.

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Author:

Publisher:

ISBN: IND:30000117324388

Category: Marketing

Page:

View: 569

Brandweek

... is no discovering that what's required of them - both in longer defined solely by
advertising platforms and terms of what they bring to the job and what they're
demo - appropriate ... Marketing ... has be a young marketer . Salaries are on the
rise marketing departments to grow by double become more accountable .

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Author:

Publisher:

ISBN: CORNELL:31924083442495

Category: Advertising

Page:

View: 222

Rise of the Machines

If we want to thrive in our new environment, we need to adapt, to apply technology as an extension of our humanness. This is not a book to teach you 1,000 ways to blast people with advertising.

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Author: Kristen Lamb

Publisher: Green E Books

ISBN: 1938848322

Category: Authorship

Page: 328

View: 533

Get the book that has best-selling authors buzzing over the new age of publishing! ********* Here we are-the future is now. The machines have taken over. Everything is computerized. People no longer talk, they text. What number do we have to press to get a flesh and blood HUMAN? It's easy to feel like we're losing our humanity when surrounded by computers, cell phones, and text messaging, but here's the good news: The same machines that seem to be stealing our humanity also have the power to restore it. Yes, you read correctly. The more we embrace technology, the more distinctly human we can become. The new author in today's publishing world is a cyborg of sorts-part human, part machine. The machine part allows us to compose series of words, copy them, email them, and then send them across the globe with a push of a button. We can research faster and more accurately than ever before. We can communicate with people all over the planet real-time and virtually for free. The new power technology has given writers has made us, in effect, superhuman. Branding has broken free of marketing's shackles and merged with personal identity. If we want to thrive in our new environment, we need to adapt, to apply technology as an extension of our humanness. This is not a book to teach you 1,000 ways to blast people with advertising. The WANA Way is different than anything you've likely encountered. It is constructed using the timelessness of art, blended with the strength of human relationships. Platforms are more than a zillion ways to try to part readers from money; they are living works of art and meshed with the soul of the writer-artist. The machines are rising, but humans were here first. ******* WHAT OTHERS ARE SAYING: "For writers, the purchase price of Kristen Lamb's Rise of the Machines should easily become the best investment you'll ever make for your writing career. In Kristen's brilliant and easy-to-grasp book, not only will you learn how to become a successful marketer of your work-whether it's published by a legacy press or self-published-and achieve significant and ever-increasing sales of your work, but you'll learn how to without spending hours and hours each week to do so. Rise of the Machines is the standard-the cutting edge." -- Les Edgerton, award-winning author of HOOKED and FINDING YOUR VOICE "In Rise of the Machines, Kristen Lamb has provided an invaluable compass for navigating the uncharted waters of 21st century publishing. I pity the writer working today who doesn't take advantage of the wealth of valuable insights and breakthrough methods contained in these pages." -David Corbett, award-winning author of THE ART OF CHARACTER

OPEC Bulletin

Continued concern over the final weekly period , the marketer.ee sustained
refining capacity , which was exacer east as ... which kept oil prices tors from non
- essential rig platforms in the Gulf the lowest level since August 8.2005 on the
rise .

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Author:

Publisher:

ISBN: UCBK:C089049052

Category: Petroleum industry and trade

Page:

View: 578

Features news from Member Countries, incisive forum articles, a review of the oil market, and topical issues.

Global Marketing

On the pricing side , dimensions such as customers ' price sensitivity may lead
the marketer to ... At Whirlpool , the use of 33 Rahul Jacob , " The Big Rise , "
Fortune , May 30 , 1994 , 74-90 . common platforms allows European and
American ...

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Author: Michael R. Czinkota

Publisher: Harcourt College Pub

ISBN: UCSD:31822023664113

Category: Business & Economics

Page: 648

View: 903

Several key features make this book special:;* Global Marketing offers a marketing management thrust into the global market. It does not simply replicate domestic marketing issues with the addition of an international dimension. Rather, it dives headfirst into global issues.;* It covers the entire range of international marketing, including start-up operations and new market entry considerations. However, its main emphasis rests on the key concerns of the multinational and global corporation.;* It places key emphasis on the cultural and geographic dimensions in conjunction with their effects on marketing management.;* It examines global marketing from a truly global perspective, rather than just from the U.S. point of view. As a result, the concerns of firms around the world are addressed, confronted, and alalyzed.;*Global Marketing integrates the important societal dimensions of diversity, environmental concern, ethics, and economic transformation.

Marketing Handbook

Harris , P. C. ( 1982 ) , ' Politics by mail : a new platform ' , Wharton Magazine ,
Fall , pp . 16 , 18 ... Holtz , H. ( 1986 ) , The Direct Marketer's Workbook , Wiley ...
Sabato , L. ( 1981 ) , The Rise of Political Consultants , Basic Books , New York .

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Author: Michael J. Thomas

Publisher: Gower Publishing Company

ISBN: UOM:39076000899026

Category: Business & Economics

Page: 805

View: 984

UniForum Monthly

The Rise of Application Specific Servers CMG96 OFFERS YOU • Industry leaders
' views on key ... This kind of platform can offer specific hardware , soft - ware ,
service and integration that on a general - purpose equivalent would require
specially ... Thus far , few vendors have marketer . systems with an ASSP focus .

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Author:

Publisher:

ISBN: CORNELL:31924077989188

Category: UNIX (Computer file)

Page:

View: 994