Merkle (www.merkleinc.com),
a leading technology-enabled, data-driven performance marketing agency,
has announced the launch of a new book, The
Rise of the Platform Marketer: Performance Marketing with Google,
Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising
Platforms. Co-authored by Merkle’s Craig Dempster,
EVP and Digital Agency Group Leader, and John Lee, EVP and Chief
Strategy Officer, the book discusses how marketers can use targeted,
personalized experiences on addressable audience platforms to drive
revenue and more meaningful customer relationships.
“The opportunity of addressability at scale makes it an incredibly
exciting time to be a marketer,” said Dempster. “These audience
platforms enable us to connect with customers in more targeted,
customizable, intelligent, and measurable ways, so that every customer
receives an ideal experience, perfectly suited to their needs, devices,
preferred channels, and more.”
The new book is a follow up from 2014’s Connected
CRM: Implementing a Data-Driven, Customer-Centric Business Strategy,
by Merkle CEO, David S. Williams, which outlined the framework for
creating customer strategy as a business strategy. The Rise of
the Platform Marketer introduces a persona possessing all of
the skillsets necessary to execute on Connected CRM® and achieve
addressability at scale. The book outlines these nine competencies that
span across data, execution, and the enabling technology. Mastering all
nine competencies will allow marketers to create, deliver, measure, and
optimize customer-centric experiences across digital platforms.
“The Platform Marketer isn’t an individual per se, but more a collection
of skills that encompass many different disciplines,” said Lee. “When an
organization can learn how to apply these skillsets, their ability to
connect with customers and drive revenue grows enormously.”
The book serves as a foundation for Merkle’s 12th annual Performance
Marketing Executive Summit, being held in Chicago, June 15-17, 2015.
This year’s Summit offers keynote addresses, panel discussions,
interactive sessions, and one-on-one guru meetings, all dedicated to
exploring the Platform Marketer competencies that enable marketers to
master the addressable customer experience.
To learn more about the book and download a preview, visit Merkle’s
website for The
Rise of the Platform Marketer.
Contact the publicists:
Melissa Connors
Publicity Manager
mconnors@wiley.com
201-748-6834
or
Sarah Bourdeau
Merkle Inc.
SBourdeau@merkleinc.com
(443) 542-4288