The rise of the platform marketer

By Craig Dempster

Subjects: Social media, Internet advertising, Internet marketing, Marketing, Relationship marketing, Customer relations

Description: Digital marketing platforms like Google, Facebook, Twitter, etc., have given marketers the chance to deliver targeted and personalized experiences at the individual level, based on individual customer online behavior, but at massive scale, around the clock. To take advantage of these trends and use data and analytics to create relevant engagements with the consumers, brands will have to develop a new set of capabilities, tools, metrics, and processes, along with a new set of skills to use them. We call this new breed of marketer The Platform Marketer. This marketer has a deep understanding of CRM principles, yet knows how to thrive in the new digital audience platform environment. Necessary skills include: Customer Identity management , Audience management, Consumer privacy and compliance. Media and channel optimization, Measurement and attribution, Experience creation and design,Technology Stack.