The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High–Growth Digital Advertising Platforms

Praise for
The Rise of the Platform Marketer

"At a time when marketing strategies are becoming increasingly confusing and complex due to the rise of open data, social platforms, and disruptive technologies, The Rise of the Platform Marketer cuts through the noise. Craig and John clearly identify the core competencies needed by marketers in the new world order and provide highly practical organizational guidelines for success. All marketers should read this book."
Bob Lord, President, AOL, Inc.

"Business models are changing for all the players in marketing – publisher, advertiser, agency, and ad–tech solution. Craig and John bring us back to the core role of a Platform Marketer, as advocate for the end consumer, ensuring meaningful experiences as the individual orchestrates through all this change. Platform Marketers will be key to all of us in the media and marketing world."

David Kenny, Chairman & CEO, The Weather Company

"Lee and Dempster make a strong and urgent case for the next stage of marketing at the intersection of the enabled consumer and the new ′Platform Marketer.′ By clearly delineating the evolution from the marketing techniques we know well, they show us how to adapt. At the same time, they deliver a wake–up call for marketers themselves to evolve or be left in the dust."

Beth Hirschhorn, Chief Marketing Officer, Kaplan, Inc.

"Finally, a playbook for the enlightened marketer who is increasingly challenged to deliver ever more personalized content to large, diverse audiences. John and Craig do a great job of demystifying today′s ad tech ecosystem, the skills needed to break out from the pack, and the toolkit to make it happen."
Patrick Blair, Chief Marketing Officer, Anthem, Inc.

"The paradigm shift to digital has changed nearly every aspect of our lives. But perhaps most acutely, this evolution has reprogrammed how marketers should think about connecting with their audience. The Rise of the Platform Marketer gives us a unique view into this dramatic change, providing deep insights and a guide that any successful marketer must follow. We can no longer do what we′ve done in the past and hope it keeps working. This book is the key to the future of marketing."

Amir Weiss, SVP, Head of Global eBusiness, MetLife

Preface

Chapter 1:The Age of the Customer

Chapter 2: The Ad Tech Ecosystem

Chapter 3 Introducing the Platform Marketer

Chapter 4: Identity Management

Chapter 5: Audience Management

Chapter 6: The Privacy Paradox

Chapter 7: Media Optimization

Chapter 8: Channel Optimization

Chapter 9: Experience Design & Creation

Chapter 10: Audience Platform Utilization

Chapter 11: Measurement & Attribution

Chapter 12: Marketing Technology Stack

Chapter 13: Organizing for Success

Index

CRAIG DEMPSTER is Executive Vice President and Digital Agency Group Leader for Merkle. He has been a member of the company′s executive team for nearly a decade and currently leads the team responsible for delivering integrated performance media agency services across search, display, social, mobile, email, web development, user experience, and creative services. For the past four years, Craig has also led Merkle′s corporate development, steering the strategic acquisitions that have solidified the company′s position as a revered performance marketing agency. Previously, Craig served as Merkle′s chief marketing officer and also as vice president of the content solutions group. Prior to joining Merkle, Craig held a number of executive positions at Experian Marketing Services. Craig holds a political science degree from Hofstra University and lives in Ridgefield, CT.

JOHN LEE is Executive Vice President and Chief Strategy Officer for Merkle, responsible for the agency′s growth strategy and the development of products and solutions across industries. John is also a strategic advisor to many Fortune 500 clients. Since joining Merkle in 2008, John has served in a number of leadership roles, including management of the company′s Healthcare, Life Sciences, Wealth Management, Travel, Media, and Entertainment industry practices. In addition to his duties as CSO, John currently oversees Merkle′s Insurance practice. Prior to Merkle, John played executive roles in Liberty Mutual′s Personal Markets division and was a member of CapGemini′s CRM Strategy practice. John began his agency career with Young and Rubicam, Rapp Collins, and iXL/Razorfish. He is a graduate of Franklin and Marshall College and lives in Wellesley, MA.

Both John and Craig are frequent conference speakers and contributors to industry publications including Advertising Age, AdExchanger, DM News, Target Marketing, and AdWeek.