The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage

by Roland Smart

The marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new 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 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 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.

Genres: Nonfiction, Business

240 pages, Hardcover

First published February 29, 2016

Reviews

[Cliff Chew · Rating 4 out of 5]

Ironically, this book is written by someone who is working in Oracle, which, we have to be all honest, isn't an organization that is know for innovation (at least at the point of me writing this). Yet, the author was able to highlight certain key points regarding Agile methodology, and how an Agile marketing approach can help your marketing department and your entire organization.

The book did suggest getting an Agile specialist for your organization, which isn't that helpful from a "what I can do now" learning per se, but I guess it's like how no one can learn swimming from a book; you will need a real coach and actual commitment to learning and practising them in real life.

I highly recommend this book as it covers many interesting and diverse points, and yet, was able to go relatively deep into several (but not all) topics. Expect some (not so) subtle marketing of Oracle's marketing suite, but I see them as references points to understanding the overall martech landscape.

[Iwonderasiwander · Rating 2 out of 5]

Книга написана настільки погано, наскільки це могло б бути. Український переклад "КСД" робить її ще гіршою.

[Elvina Akhverdieva · Rating 3 out of 5]

This is very simple book to show the Agile process in Marketing. In most cases it works in more and more difficult way.

[Jason Nash · Rating 3 out of 5]

Some interesting ideas but a little mixed up other books cover topics in a better way