Download or read book The Rise of the Platform Marketer written by Craig Dempster and published by John Wiley & Sons. This book was released on 2015-04-09 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the "always-on" consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing's increasingly rapid evolution and capabilities. The expansion of digital platforms has created addressability opportunity through search, video, display, and social media, offering today's foremost opportunity for competitive advantage. This book outlines the capabilities and perspective required to reap the rewards, helping you shift your strategy to align with the demands and expectations of the modern consumer. Develop the tools, metrics, and processes necessary to engage the modern consumer Gain a deep understanding of Connected Customer Relationship Management Leverage trends in technology and analytics to create targeted messages Adjust your company's structure and operations to align with new capabilities The new era of marketing requires thorough understanding of cCRM, along with the knowledge and innovative forethought to thrive in the ever-expanding digital audience platform environment. The Rise of the Platform Marketer gives you an edge, and helps you clear a path to full implementation.

Download or read book The Rise of the Platform Marketer written by Craig Dempster and published by John Wiley & Sons. This book was released on 2015-04-27 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the "always-on" consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing's increasingly rapid evolution and capabilities. The expansion of digital platforms has created addressability opportunity through search, video, display, and social media, offering today's foremost opportunity for competitive advantage. This book outlines the capabilities and perspective required to reap the rewards, helping you shift your strategy to align with the demands and expectations of the modern consumer. Develop the tools, metrics, and processes necessary to engage the modern consumer Gain a deep understanding of Connected Customer Relationship Management Leverage trends in technology and analytics to create targeted messages Adjust your company's structure and operations to align with new capabilities The new era of marketing requires thorough understanding of cCRM, along with the knowledge and innovative forethought to thrive in the ever-expanding digital audience platform environment. The Rise of the Platform Marketer gives you an edge, and helps you clear a path to full implementation.

Download or read book Digital Marketing written by Ira Kaufman and published by Routledge. This book was released on 2014-10-17 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand guidebook that draws on the latest digital tactics and strategic insights to help organizations generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tactics and tools with core values to achieve competitive advantage. Bringing the reader through its five-step Path to Digital Integration (Mindset, Model, Strategy, Implementation, and Sustainability), Digital Marketing seeks to Outline the key drivers of change and leading digital marketing trends executives need to understand and incorporate to drive business opportunity. Evaluate the digital channels and technologies management teams can leverage to execute a successful Integrated Digital Marketing strategy. This includes insight into the latest digital tactics (website, social, mobile, search, content, and email marketing; data analytics) and social tools (Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, and Google Plus). Discover the impact of digital transformation on the organization, from the effect of digital tactics on the customer experience (CX) to the value of integrating internal digital strategies to facilitate collaboration and innovation. Guide aspiring leaders on how to combine core values and business goals with progressive digital strategies, tactics, and tools to generate sustainable outcomes for all stakeholders. This interactive guidebook provides a truly Connected Digital Experience (CDE): the Zappar augmented reality mobile app allows the reader to activate the "Discover More" and "Play Video" icons found throughout the book, instantly connecting the reader, via their mobile device, to additional content housed on our companion website, Digital Marketing Resource Center (www.dmresourcecenter.org). "Play Video" icons incorporate point-in-time video commenting solution Vusay to enable interactive social conversations around each video. Digital Marketing is the ideal guide for aspiring leaders – executives, instructors, owners, entrepreneurs, managers, students – at all stages of digital literacy. To request access to the resources in the Digital Marketing Resources Center, please contact Ira Kaufman at [email protected].

Download or read book Platform Revolution How Networked Markets Are Transforming the Economyand How to Make Them Work for You written by Geoffrey G. Parker and published by W. W. Norton & Company. This book was released on 2016-03-28 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: A practical guide to the new economy that is transforming the way we live, work, and play. Uber. Airbnb. Amazon. Apple. PayPal. All of these companies disrupted their markets when they launched. Today they are industry leaders. What’s the secret to their success? These cutting-edge businesses are built on platforms: two-sided markets that are revolutionizing the way we do business. Written by three of the most sought-after experts on platform businesses, Platform Revolution is the first authoritative, fact-based book on platform models. Whether platforms are connecting sellers and buyers, hosts and visitors, or drivers with people who need a ride, Geoffrey G. Parker, Marshall W. Van Alstyne, and Sangeet Paul Choudary reveal the what, how, and why of this revolution and provide the first “owner’s manual” for creating a successful platform business. Platform Revolution teaches newcomers how to start and run a successful platform business, explaining ways to identify prime markets and monetize networks. Addressing current business leaders, the authors reveal strategies behind some of today’s up-and-coming platforms, such as Tinder and SkillShare, and explain how traditional companies can adapt in a changing marketplace. The authors also cover essential issues concerning security, regulation, and consumer trust, while examining markets that may be ripe for a platform revolution, including healthcare, education, and energy. As digital networks increase in ubiquity, businesses that do a better job of harnessing the power of the platform will win. An indispensable guide, Platform Revolution charts out the brilliant future of platforms and reveals how they will irrevocably alter the lives and careers of millions.

Download or read book The Agile Marketer written by Roland Smart and published by John Wiley & Sons. This book was released on 2016-02-29 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: The marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with. The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing. Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for "baking" marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business. Written by a premier practitioner of modern marketing, this book will provide you with: Insights on the evolution of product development and management in the organization—and why marketing must partner with them in the new era An understanding of Agile methods and their application to marketing A plan for integrating Agile with your traditional methods Tactics to drive alignment with product management A pathway to becoming the steward of customer experience Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice—and help realize its critical roles in product management and the customer experience.

Download or read book One Click written by Richard L. Brandt and published by Penguin. This book was released on 2011-10-27 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Amazon's business model is deceptively simple: Make online shopping so easy and convenient that customers won't think twice. It can almost be summed up by the button on every page: "Buy now with one click." Why has Amazon been so successful? Much of it has to do with Jeff Bezos, the CEO and founder, whose unique combination of character traits and business strategy have driven Amazon to the top of the online retail world. Richard Brandt charts Bezos's rise from computer nerd to world- changing entrepreneur. His success can be credited to his forward-looking insights and ruthless business sense. Brandt explains: Why Bezos decided to allow negative product reviews, correctly guessing that the earned trust would outweigh possible lost sales. Why Amazon zealously guards some patents yet freely shares others. Why Bezos called becoming profitable the "dumbest" thing they could do in 1997. How Amazon.com became one of the only dotcoms to survive the bust of the early 2000s. Where the company is headed next. Through interviews with Amazon employees, competitors, and observers, Brandt has deciphered how Bezos makes decisions. The story of Amazon's ongoing evolution is a case study in how to reinvent an entire industry, and one that anyone in business today ignores at their peril.

Download or read book Platform Strategy written by Laure Claire Reillier and published by Taylor & Francis. This book was released on 2017-04-21 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: During the last decade, platform businesses such as Uber, Airbnb, Amazon and eBay have been taking over the world. In almost every sector, traditional businesses are under attack from digital disrupters that are effectively harnessing the power of communities. But what exactly is a platform business and why is it different? In Platform Strategy, Laure Claire Reillier and Benoit Reillier provide a practical guide for students, digital entrepreneurs and executives to understand what platforms are, how they work and how you can build one successfully. Using their own "rocket model" and original case studies (including Google, Apple, Amazon), they explain how designing, igniting and scaling a platform business requires learning a whole new set of management rules. Platform Strategy also offers many fascinating insights into the future of platforms, their regulation and governance, as well as how they can be combined with other business models. Benoit Reillier and Laure Claire Reillier are co-founders of Launchworks, a leading advisory firm focused on helping organizations develop and scale innovative business models.

Download or read book Growth Hacker Marketing written by Ryan Holiday and published by Portfolio. This book was released on 2014-09-30 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A new generation of megabrands like Facebook, Dropbox, AirBnb, and Twitter haven't spent a dime on traditional marketing. No press releases, no TV commercials, no billboards. Instead they rely on a new strategy-growth hacking-to reach many more people despite modest marketing budgets. According to bestselling author Ryan Holiday, growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they're primed to generate explosive reactions. Holiday offers rules and examples for aspiring growth hackers, whether they work for tiny startups or Fortune 500 giants"--

Download or read book Modern Monopolies written by Alex Moazed and published by Macmillan. This book was released on 2016-05-31 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: What do Google, Snapchat, Tinder, Amazon, and Uber have in common, besides soaring market share? They're platforms - a new business model that has quietly become the only game in town, creating vast fortunes for its founders while dominating everyone's daily life. A platform, by definition, creates value by facilitating an exchange between two or more interdependent groups. So, rather that making things, they simply connect people. The Internet today is awash in platforms - Facebook is responsible for nearly 25 percent of total Web visits, and the Google platform crash in 2013 took about 40 percent of Internet traffic with it. Representing the ten most trafficked sites in the U.S., platforms are also prominent over the globe; in China, they hold the top eight spots in web traffic rankings. The advent of mobile computing and its ubiquitous connectivity have forever altered how we interact with each other, melding the digital and physical worlds and blurring distinctions between "offline" and "online." These platform giants are expanding their influence from the digital world to the whole economy. Yet, few people truly grasp the radical structural shifts of the last ten years. In Modern Monopolies, Alex Moazed and Nicholas L. Johnson tell the definitive story of what has changed, what it means for businesses today, and how managers, entrepreneurs, and business owners can adapt and thrive in this new era.

Download or read book Platform Capitalism written by Nick Srnicek and published by John Wiley & Sons. This book was released on 2017-05-23 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: What unites Google and Facebook, Apple and Microsoft, Siemens and GE, Uber and Airbnb? Across a wide range of sectors, these firms are transforming themselves into platforms: businesses that provide the hardware and software foundation for others to operate on. This transformation signals a major shift in how capitalist firms operate and how they interact with the rest of the economy: the emergence of platform capitalism. This book critically examines these new business forms, tracing their genesis from the long downturn of the 1970s to the boom and bust of the 1990s and the aftershocks of the 2008 crisis. It shows how the fundamental foundations of the economy are rapidly being carved up among a small number of monopolistic platforms, and how the platform introduces new tendencies within capitalism that pose significant challenges to any vision of a post-capitalist future. This book will be essential reading for anyone who wants to understand how the most powerful tech companies of our time are transforming the global economy."

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Social Media Advertising Maximizing ROI on Platforms written by Mayfair Digital Agency and published by Mayfair Digital Agency. This book was released on 2023-04-15 with total page 9 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Social Media Advertising: Maximizing ROI on Platforms" is a comprehensive guidebook that delves into the intricacies of leveraging social media for optimal return on investment (ROI). In this book, readers will gain invaluable insights into the art of crafting compelling ad campaigns tailored to various platforms. The author presents expert strategies and techniques, empowering businesses to navigate the ever-evolving landscape of social media marketing successfully. From Facebook and Instagram to Twitter and LinkedIn, each platform's unique strengths are harnessed to ensure maximum impact and reach. With a keen focus on understanding target audiences, measuring performance metrics, and refining advertising approaches, this book equips advertisers with the tools to adapt and succeed in a dynamic digital marketplace. Whether a novice or seasoned marketer, "Social Media Advertising: Maximizing ROI on Platforms" is an indispensable resource for those seeking to harness the true potential of social media advertising and achieve remarkable business growth.

Download or read book Digital Marketing For Business 2 Books in 1 written by Jonathan Page and published by Jonathan Page. This book was released on 2020-12-11 with total page 145 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has traversed far greater heights than simply being a medium for user-generated content. Today, it’s a tool for consumer empowerment (we all witness big conglomerates being brought to their knees by that one dissatisfied tweet or widely shared post) and a gratifying brand-consumer partnership. Even companies that have long been dismissing social media as frivolous and flippant have started taking note of its benefits. They’ve realized that social media is not limited to games and light-hearted opinion polls (which are also hugely successful in creating affable brands), but can involve more serious discussions and insights that are invaluable when it comes to building strong brands. Unlike traditional marketing mediums, social media doesn’t swallow a huge chunk of your advertising and promotion budget. You don’t need to create cost-intensive and ineffectual marketing plans that leave you broke. All you need is some creativity, perceptiveness, and an intuitive understanding about your audience’s needs. More than sharp business acumen, you need a human touch. Social media gives your brand a human angle without breaking the bank. Currently, social media marketing is the most powerful tool that can help businesses to reach customers and prospects (whether small or not). But with over 88 percent of all companies selling on at least one social media platform, you can see how tempting it can be for the company to get lost in all that noise. To achieve more organic visibility, meet committed brand fans, and even generate more sales and leads on your company social media pages, you'll need a succinct marketing strategy to rise to the top. Thankfully, this book offers just that for you. The book will show you how to promote your brand on social media, peeling through the layers of the most popular social media sites to get to the heart of what makes an online marketing campaign effective. Whether you are either active on social media or have never had a Facebook account, this book will lead your social media marketing campaign every step of the way–through building your account and improving your profile, to posting content that your audience will want to connect with, and the different ways to advertising and promoting your brand for more views and followers. We will look at Facebook, YouTube, Instagram, LinkedIn and Twitter, in this book and show you that given the fierce competition, social media marketing can be effective in your business. A strong presence on social media is something that the company can't afford to miss. Continue reading to see how to create a plan that will bring thousands of followers to your profile instantly. Instagram Marketing Algorithms The way brands communicate with their existing and target audience has undoubtedly transformed. One of the main reasons for this transformation is the increase in the popularity of social networking platforms. These days, an increasing number of brands are using visual media for communicating their brand’s message. Social media has certainly revolutionized our lives. Instagram has stood the test of time and is now one of the most popular social networking platforms today. So, if your brand isn’t already on Instagram, then there is no time like the present to get started. Instagram has been around for a while, but not a lot of people know how to make the most of its features. The creators of this platform keep introducing new features along with changes to the algorithm. So, it is quintessential that you stay on top of all the updates. In this book, you will learn about the things you need to increase your following on Instagram so you can maximize your profits. You will be given information about the different benefits you can reap by using Instagram. You will learn about various tips for choosing the perfect Instagram name and tricks to optimize your brand’s Instagram profile. Apart from this, you will also learn about specific strategies for building your niche on Instagram and thoroughly engage your audience. Marketing on Instagram and how you can increase your following are also discussed in detail in this book. A combination of all these factors will ensure that your brand makes the most of all that Instagram has to offer. You will want to make sure that whatever strategy you start to use on Instagram is going to keep the focus on the brand that you have built and how that brand sees the world. Instagram is great for sharing videos and photos so make sure that when you connect the business with your followers, make sure that it stays consistent with your brand rather than straying away or showing things that just don’t go together. Use your brand or company name in hashtags: the hashtags that you pick don’t have to be complicated. If you already have a pretty good following on Instagram, or your brand name is well known, go ahead and use this as one of your hashtags. This will make it easier for your followers to find you because they can just search the name and find some of your posts. Make a follower famous: it is not just about your followers checking out your posts, it is about how you interact with your followers. Take the time to look over the pages of your followers and then like and share some of their posts. This helps to show the customers that you really appreciate them because you are acknowledging their cool posts and sharing them with others on your page. Be careful with this one though because some may be personal and you should always ask for permission beforehand if you are unsure whether they would like it shared or not. So, if you are ready to learn more, then let us get started immediately!

Download or read book DigiMarketing written by Kent Wertime and published by John Wiley & Sons. This book was released on 2011-12-19 with total page 309 pages. Available in PDF, EPUB and Kindle. Book excerpt: "We are all DigiMarketers now - or we should be. The authors have for the first time provided a lucid, hype-free, business-based and practical guide to the new age of marketing: it is a kind of digital Baedeker, which should be on every businessman's book-shelf." —Miles Young, Chairman, Ogilvy & Mather Asia Pacific "The digital frontier is now the center of our universe. As Kent Wertime and Ian Fenwick show, marketers must seize this digital opportunity to accelerate their market growth." —John A. Quelch, Senior Associate Dean and Lincoln Filene Professor of Business Administration, Harvard Business School "Too many advertisers are stuck in the primordial soup when it comes to their digital marketing strategy. However, they need to evolve fast if they are to survive in a multi-channel landscape. This timely book acts like an Origin of the Species, steering hesitant brand owners through the complexities of the digital ecosystem. An impressive blend of academic theory, professional insight and practical advice." —Paul Kemp-Robertson, Co-founder & Editorial Director, Contagious www.contagiousmagazine.com "DigiMarketing: The Essential Guide to New Marketing & Digital Media is a clear call for companies to evolve their marketing practice. This book is essential reading for anyone seeking a roadmap to the future of business." —Dipak C. Jain, Dean, Kellogg School of Management "The rise of conversational media new forms of distribution - from blogs to mobile platforms - challenge traditional approaches to marketing, and require every business to have a transition plan. Kent Wertime and Ian Fenwick have written a book that is required reading for any marketers interested in successfully making that transition." —John Battelle, CEO and Founder, Federated Media Publishing and Author, The Search "Kent Wertime and Ian Fenwick have written the definitive guide to marketing in the digital age. But Digimarketing does more than educate marketing professionals. It describes the new media landscape brilliantly, making it an essential read for anyone who hopes to understand the most important technological revolution of the past fifty years. I wore out three yellow highlighters before realizing that every sentence and every paragraph is worth committing to memory." —Norman Pearlstine, Former Editor-in-Chief, Time Inc. and Managing Editor, The Wall Street Journal, Senior Advisor, Telecommunications & Media, The Carlyle Group

Download or read book Social Media Entertainment written by David Craig and published by NYU Press. This book was released on 2019-02-26 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: How the transformation of social media platforms and user-experience have redefined the entertainment industry In a little over a decade, competing social media platforms, including YouTube, Facebook, Twitter, Instagram, and Snapchat, have given rise to a new creative industry: social media entertainment. Operating at the intersection of the entertainment and interactivity, communication and content industries, social media entertainment creators have harnessed these platforms to generate new kinds of content separate from the century-long model of intellectual property control in the traditional entertainment industry. Social media entertainment has expanded rapidly and the traditional entertainment industry has been forced to cede significant power and influence to content creators, their fans, and subscribers. Digital platforms have created a natural market for embedded advertising, changing the worlds of marketing and communication in their wake. Combined, these factors have produced new, radically shifting demands on the entertainment industry, posing new challenges for screen regimes, media scholars, industry professionals, content creators, and audiences alike. Stuart Cunningham and David Craig chronicle the rise of social media entertainment and its impact on media consumption and production. A massive, industry-defining study with insight from over 100 industry insiders, Social Media Entertainment explores the latest transformations in the entertainment industry in this time of digital disruption.

Download or read book The Growth Marketer s Playbook written by Jim Huffman and published by . This book was released on 2018-10-20 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: Imagine if you had the exact playbook used by today's top startups to grow a business online. That's what Jim Huffman is giving you with The Growth Marketer's Playbook. In this honest how-to guide, VC advisor & startup founder, Jim Huffman, serves up the exact growth marketing strategies he uses to help companies achieve explosive growth.

Download or read book Ours to Hack and to Own written by Trebor Scholz and published by . This book was released on 2017 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the rollback of net neutrality, platform cooperativism becomes even more pressing: In one volume, some of the most cogent thinkers and doers on the subject of the cooptation of the Internet, and how we can resist and reverse the process.