EVP, CMO and Customer Experience Group Leader, Craig Dempster, previews the exciting continuation of the Marketing Imperatives series
In the age of digital, consumer behavior is in a state of constant flux with regard to media consumption patterns, expectations and purchase behaviors. This instability is creating major disruption for consumer brands attempting to acquire and build long-lasting relationships with their customers that outperform those of competitors.
About the eBook
The greatest opportunity to attain competitive advantage in the age of digital is to achieve addressability at scale (AAS) through the evolving digital audience platforms. AAS is the ability to deliver targeted, personalized experiences to consumers, enabled through the application of data and analytics to the digital audience platform marketplace that is now at massive scale.
Just as we have seen in previous marketing eras, there will be clear winners and losers in this era of customer addressability. To exploit the opportunity of AAS, marketers will need to adopt a core framework of capabilities and enablers, which we call Connected CRM (cCRM). In this transformation, it will be necessary to integrate first-party data and analytics across the customer lifecycle, executing a seamless consumer experience across first- and third-party audience platforms, devices, and experience formats. This gives rise to a new breed of marketer who has a deep understanding of cCRM principles, plus the knowledge and innovative forethought to thrive in the world of digital audience platforms. We call this new persona The Platform Marketer™.
This third installment of Merkle's Marketing Imperatives reveals the essential elements for the Platform Marketer™ to make the successful transformation into a cCRM leader.
Conquer Addressability at Scale
Creating competitive advantage through the digital audience platforms
Master the Competencies of the Platform Marketer™
Honing your skills in data, analytics and audience experience to drive digital performance
Build the Technology Stack
Enable the competencies of the Platform Marketer™
Prepare for Transformation
Charting the path for change
Merkle has spent two years building the foundation of Connected CRM (cCRM), and through our award-winning, annual Marketing Imperatives initiative, we have been laying out the principles and framework for building customer strategy as a business strategy. The 2014 Marketing Imperatives build upon the 2012 & 2013 releases, and illustrate the massive opportunity of addressability at scale enabled by the evolving digital platforms. During this information-packed webinar, attendees learned how to:
Create competitive advantage, using addressability in the digital audience platforms
Develop platform marketer skills in data, analytics and audience experience that will drive digital performance
Construct the technology stack to enable the cCRM strategy
Build a roadmap for the enterprise transformation required to implement
Ready to achieve addressability at scale (AAS) through the evolving digital audience platforms? Fill out the form below to be put in touch with one of our teams who will help navigate your cCRM journey.