The Agile Marketer Turning Customer Experience into Your Competitive Advantage (Audible Audio Edition) Roland Smart Don Hagen LLC Gildan Media Books
Download As PDF : The Agile Marketer Turning Customer Experience into Your Competitive Advantage (Audible Audio Edition) Roland Smart Don Hagen LLC Gildan Media Books
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 audiobook 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
The Agile Marketer Turning Customer Experience into Your Competitive Advantage (Audible Audio Edition) Roland Smart Don Hagen LLC Gildan Media Books
The Agile Marketer is a hands-on guide for marketers looking to move their marketing to a more customer-centric approach.Roland provides a practical guide explaining what Agile Marketing means, its benefits compared to more traditional marketing methods, and how to integrate Agile Marketing with your long-term marketing strategy.
As CEO of IT Central Station, I have seen the importance of integrating your customers' experiences not just into your marketing, but also into your product development. This book should be a must-read by everyone working in a marketing or product development role.
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The Agile Marketer Turning Customer Experience into Your Competitive Advantage (Audible Audio Edition) Roland Smart Don Hagen LLC Gildan Media Books Reviews
Marketing ain't what it used to be. The rapidity of product cycles, the speed of electronic communication, and social media-savvy customers require an entirely new marketing methodology from days of yore. Enter Agile marketing. Roland Smart makes the case for Agile being the marketing method of choice for staying responsive to customers and adaptable to the market. Here are its principles
• Priority #1 = satisfy the customer through early and continuous delivery of marketing that solves problems.
• We welcome and plan for change. Our responsiveness = our competitive advantage.
• Deliver marketing programs frequently, from a couple of weeks to a couple of months, with preference to the shorter timescale
• Great marketing requires close alignment with the business people, sales and development.
• Build marketing programs around motivated individuals.
• Learning, through the build-measure-learn feedback loop, is the primary measure of progress.
• Sustainable marketing requires you to keep a constant pace and pipeline.
• Don't be afraid to fail; just don't fail the same way twice.
• Continuous attention to marketing fundamentals and good design enhances agility.
• Simplicity is essential.
One of the core themes of the book is how to integrate marketing, innovation and product development from the outset "Product strategy and customer experience must be developed collaboratively if they are to be optimally effective. Such coordination is what makes it possible for marketers to bake marketing into the product itself."
Although this book is more about big principles than specific marketing recipes, it's straightforward to extrapolate from the examples provided and create one's own initiatives. As a small-business owner, I appreciated Smart's discussion of other methodologies such as waterfall, Kanban and Scrum. The book's also full of super-useful capsules of other marketing principles, such as growth hacking and content marketing. Smart's writing style is lucid, and the whole thing is an efficient read at 180 pages, following its own precept of simplicity. Useful and authoritative, "The Agile Marketer" is the guidebook on where the puck will be in the marketing world of 2016 and beyond.
Very little in this book on customer experience. Book was recommended by an acquaintance, but I found the book lacking in depth of coverage, particularly in CE. If you want to read about the latest buzz word, "agile marketing, I guess this book might be helpful.
Well explained process with examples related to agile marketing, scrum and lean.
I have been fortunate to work with Roland in my career and feel he is one of the brightest marketing minds in Silicon Valley. His book is outstanding and a must read for all business executives. In his book Roland presented complex marketing concepts and made them easy to understand for all readers. I really enjoyed reading this book and highly recommend it to all business leaders and marketing executives!
The Agile Marketer is a hands-on guide for marketers looking to move their marketing to a more customer-centric approach.
Roland provides a practical guide explaining what Agile Marketing means, its benefits compared to more traditional marketing methods, and how to integrate Agile Marketing with your long-term marketing strategy.
As CEO of IT Central Station, I have seen the importance of integrating your customers' experiences not just into your marketing, but also into your product development. This book should be a must-read by everyone working in a marketing or product development role.
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