Merkle (www.merkleinc.com), a leading technology enabled, data driven customer relationship marketing (CRM) firm and the nation’s largest privately held agency, announced that it has released its third installment of the Marketing Imperatives. The 2014 Marketing Imperatives – The Rise of the Platform Marketer illustrates the massive opportunity of addressability at scale enabled by the evolving digital platforms. The resource outlines the new set of competencies needed for today’s digital marketer to execute against Connected CRM (cCRM). The imperatives are outlined in a complimentary, downloadable book and through a webinar hosted by Merkle.
This new breed of marketer is creating competitive advantage for many organizations today by mastering and implementing integrated data management, technological and execution capabilities, and establishing the operating model needed to leverage addressability at scale. To take advantage of the new era of addressability at scale, the Platform Marketer must have a deep understanding of cCRM principles and the knowledge and innovative forethought to thrive in the world of digital audience platforms.
In support of the launch, Merkle is hosting a complimentary webinar, which will address how the Platform Marketer can successfully lead the organization through the necessary business transformation. Led by Craig Dempster, Merkle’s EVP, CMO and Customer Experience Group Leader, the webinar will take place on February 19 at 2:00 p.m. Attendees will learn about the Marketing Imperatives and how to:
- 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: Enabling the competencies of the Platform Marketer.
- Prepare for transformation: Charting the path for change.
“It’s an amazing time to be in the marketing community, as we are transforming our collective industry into one where ‘customer strategy as a business strategy’ is becoming the norm,” said Dempster. “The opportunity created by today’s addressable audience platforms at scale gives rise to the need for a specific set of Platform Marketer competencies. We truly believe that companies that build expertise in these areas, while implementing the principles and framework of cCRM, will create sustainable competitive advantage. Each year, we create these marketing imperatives to serve as a roadmap for these progressive marketers.”