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.