Publications & Products
Where the Digital Natives Are

Managing Major Gift Fundraisers: A Contrarian's GuideIf you're going to make your enrollment goal next year, you need to be marketing your institution where the students are. Lead generation and advertising spends do nothing for your efforts if these methods are expended in places where students won't encounter your content or see your ads.

Authors Craig Dempster and John Lee will help leverage the digital native to deliver more personalized engagements across media, channels and devices. In The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms, Dempster and Lee show how to take advantage of the massive expansion of social and other digital media with a clear strategy for developing the new capabilities, tools, metrics and processes essential in the age of platform marketing.

The range of topics covered includes identity management, audience management, privacy and compliance, media and channel optimization, measurement and attribution, experience design and integrated technology. This book will help you:

• Develop the tools, metrics and processes necessary to engage the modern digital native.
• Gain a deep understanding of Connected Customer Relationship Management.
• Leverage trends in technology and analytics to create more targeted messages.
• Adjust your structure and operations to align with new capabilities.

This article is from the BriefCASE 2017 issue.