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The agile marketer : turning customer experience into your competitive advantage /
"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--an...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Wiley,
2016.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Title Page
- Copyright
- Table of Contents
- Preface
- Acknowledgments
- Part I: How Development Methods Influence Marketing
- Chapter 1: Why Marketing Needs to Adapt
- What Does Modern Marketing Feel Like Today?
- Driving into the Future
- The Relationship between Product Development and Marketing
- Endnotes
- Chapter 2: The Modern Marketer's Challenge
- The Marketing Buyer's Perspective
- Entering the Era of Modern Marketing
- Catching Up from Behind
- Endnotes
- Chapter 3: Scaling Sales: Marketing and the Role of Automation
- Marketing Automation Is a Foundational Technology
- Getting to Alignment
- Enter Agile
- Automation Is about Amplification
- Endnotes
- Chapter 4: The Rise of Agile
- Why the Shift to Agile?
- Agile as Competitive Advantage
- Endnotes
- Part II: Adaptive Methods for Modernizing Marketing
- Chapter 5: A Snapshot of Leading Methods
- Chapter 6: The Skinny on Scrum
- Scrum: A Service Development Method
- How Scrum Works in a Marketing Context
- Scrum Is a Team Sport
- Endnote
- Chapter 7: Kanban: Lean Meets Agile
- Distinct Origins, Shared Philosophy
- Scrum versus Kanban: Similarities and Differences
- Endnote
- Chapter 8: Implementing Agile: Key Considerations
- Forging C-Suite Partnerships
- The Role of the Agile Coach
- Own Your Method
- Set Expectations Up Front
- Endnotes
- Chapter 9: Implementing Agile: Common Objections
- Argument #1: "It Doesn't Scale"
- Argument #2: "We'll Disrupt Active Projects"
- Argument #3: "We Can't Plan Ahead"
- Argument #4: "How Can We Possibly Budget for This?"
- Endnotes
- Chapter 10: Your North Star: The Agile Marketing Manifesto
- Your Team's North Star
- A Complementary Design Metaphor
- Repurposing Content Cupcakes
- Going Cupcake Crazy
- Endnotes
- Part III: Linking Innovation and Customer Experience.
- Chapter 11: Integrating Marketing and Innovation with Agile
- Aligning Teams
- Aligning UX
- Aligning the Teams on Research and Feedback
- Aligning on Strategy
- Chapter 12: Beyond Agile: More Methods to Link Marketing and Product Management with Innovation
- Common Innovation Methods
- Skunk Works
- Crowdsourcing
- Top-Down Strategy
- Dependency Exercise
- Prioritization Exercise
- Putting It All Together
- Endnotes
- Chapter 13: Beyond Agile: Marketing's Role in the Customer Experience
- The Context of Customer Experience
- Simplicity and Consistency First
- Experience Strategy
- From Theory to Practice
- Endnotes
- Part IV: Modern Marketing and the Customer Experience
- Chapter 14: From Deeper Customer Relationship to Richer Customer Experience
- Chapter 15: Growth Hacking
- Growth Teams and Modernization
- Baked-In Marketing
- Extending the Freemium Concept
- Frictionless Advocacy
- Converged Media
- Native Advertising: Paid Media That Feels Like Earned Media
- Endnotes
- Chapter 16: Lessons from the Collaborative Economy
- Collaborative Companies Reset Expectations for Traditional Business
- How Disruptive Will the Collaborative Economy Be?
- Agile and the Collaborative Economy: Three Business Models
- Servicization's Impact on Incentives
- Endnotes
- Conclusion: The Steward of Customer Experience
- The Customer Life Cycle
- The Community Influences the Entire Customer Life Cycle
- Engaging Practitioners before the Buy
- Data and Customer Experience Go Hand in Hand
- Embarking on the Marketing Modernization Journey
- Appendix 1: Content Marketing: An Agile Approach
- Exercise 1: List Business Goals
- Exercise 2: Define Content Themes
- Exercise 3: Define Personas
- Exercise 4: Inventory Channels
- Exercise 5: Define Content Types
- Exercise 6: Link Content Attributes.
- Exercise 7: Fill Content Gaps
- Exercise 8: Consolidate Channels and Content
- Agile Content Strategy in Practice
- Appendix 2: The Product Manager's Perspective on Agile Marketing
- Resources
- About the Author
- Index
- End User License Agreement.