The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage - Hardcover

Über die Autorin bzw. den Autor

ROLAND SMART serves as the VP of Social & Community Marketing at Oracle, where he oversees a range of programs designed to enrich the communities associated with Oracle's products and services. His previous experience includes foundational roles at a number of start-ups. He speaks at industry events such as the ad:tech, Modern Marketing Experience, The Social Media Optimization Conference, and SXSW. He has also written for such industry publications as Forbes and iMedia.

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PRAISE FOR THE AGILE MARKETER

"The breakneck pace of change in today's marketing world has made the traditional annual plan a thing of the past. A customer-centric organization faces enormous challenges in navigating this increasingly dynamic ecosystem. Technology and marketing must work together more closely than ever to be nimble, and The Agile Marketer crisply captures the necessary steps to make it happen."
--CRAIG DEMPSTER, EVP, Digital Agency Group Leader for Merkle and co-author of The Rise of the Platform Marketer

"The Agile Marketer is an essential read for transformational strategies to make your business focused, fast, prioritized, and predictable. The world of technology just became a lot more manageable."
--BRIAN SOLIS, digital analyst and author of X: Where Business Meets Design

"In The Agile Marketer, Roland Smart convincingly argues that we need a new approach to marketing, one that is agile and focused on the customer experience. Filled with examples from his career both at startups and at Oracle, Roland's practical advice will help marketers at companies of all sizes serve as better stewards of their company's customer experience."
--JIM EWEL, Blogger, AgileMarketing.Net

"Marketers are facing tectonic shifts in the media landscape coupled with ever-increasing customer expectations. In The Agile Marketer, Smart concisely captures the realities of marketing in this new environment and shares innovative approaches to support modernization. While Agile is not new, Smart explains why it is critical to modernization and how to make it work in a marketing context. Anyone who is interested in transforming the way marketing works should read this book."
--FRANK DAYS, Tech Marketing VP and host of the Marketing Agility Podcast

"In this age of the empowered customer, this book should be required reading for any marketing leader in a data-driven world. The Agile Marketer is full of insights from Smart's experience in the startup world and at Oracle. A fantastic read to help chart your plan to stay competitive."
--JUDITH SIM, CMO at Oracle

"Roland is a student of the game and his book hits on all the right notes. Practical, witty The Agile Marketer should be on your shelf if you aspire to be a modern marketer."
--JASCHA KAYKAS WOLFF, CMO at Mozilla

Aus dem Klappentext

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

Far more than a guide on adaptive approaches to marketing, The Agile Marketer discusses how organizations can link marketing, innovation and product management to deepen the customer relationship and enrich the customer experience.

Step up to your rightful role as steward of the customer experience. Modernize your approach. The Agile Marketer will show you how to dial into customer expectations and desires, fuel product innovation, and secure sustainable competitive advantage.