Agile Marketer

Roland Smart

• 01 april 2016
• 9781119223009

Samenvatting:

Marketing in the digital era has evolved into a whole new game and the name of the game is the customer experience. Marketers today must integrate a complex set of technologies to capture the customers' digital body language and thereby deliver the right experiences, at the right times, via the right channels.

Through Agile the same approach that revolutionized software development marketers can align with product developers and product managers to create a more powerful connection with customers.

Agile development involves continuous assessment and iteration at every phase of a project and throughout the lifecycle of a product. In an era of rapid change and rapid product obsolescence, Agile has an equally important place in marketing. It has the potential to unleash a whole array of new marketing opportunities from growth to ''baking'' marketing directly into products and services.

Written by a product-oriented marketer at the cutting-edge of innovation, The Agile Marketer connects the dots between the often bewildering array of new technologies and how marketers can use them (and the data they generate) to partner with chief product officers to innovate, drive business, and secure competitive advantage.

Richly detailed stories illustrate how real companies across a broad range of industries are working to modernize their marketing and taking customer insights to the next level to disrupt established business models. These examples bring the possibilities to life, inspiring readers to envision how they can integrate adaptive approaches into their marketing effort.

Readers will learn:

• A practical and concise guide to key Agile methodologies, how they apply to marketing, and how to choose which ones might best suit their needs
• How to respond to naysayers' concerns (Is Agile scalable? Won't it be disruptive? How can we plan or budget with it?)
• How Agile complements established marketing practices such as strategy and market research
• The ways in which Agile can support marketing's collaboration with the innovation and product management teams
• Exercises to help their team get Agile-savvy for design, content creation, and system development