Agile Marketing & Customer Experience

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The document discusses customer experience mapping and how focusing on eliminating negative experiences, simplifying the overall experience, and creating positive peak experiences can help companies improve their customer experience and gain a competitive advantage. It also discusses how marketing and product teams can better align using agile principles and practices like breaking work into small units, having transparent work tracking, and conducting retrospectives. Warby Parker is used as an example of how their try-on experience creates a more engaging customer experience than just online viewing of frames.

@rsmartly
The Agile Marketer
Turning Customer Experience Into Your Competitive Advantage
VP of Social & Community Marketing
Oracle, Corporate Communications
Co-Host: The Marketing Agility Podcast
Blog @ rolandsmart.com
@rsmartly

@rsmartly
Customer Experience Map (Negative Peak)

@rsmartly
Customer Experience Map (Negative Peak)
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7.5

@rsmartly
Customer Experience Map (Negative Peak)
peak
end

@rsmartly
Customer Experience Map (Positive Peak)
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@rsmartly
The Customer Lifecycle
The role of marketing in CX found that, by 2016, 89% of companies expect to
compete mostly on the basis of customer experience, versus 36% four years ago
- Gartner

@rsmartly
Great Customer Experience
Requires Collaboration & Alignment
Chief Product Officer
Chief Marketing Officer
Two key roles responsible for modernization

@rsmartly
How Does Agile Work?
An approach represents a philosophy or
conceptual orientation as to how work is done.
Agile is an approach.
A method is a practice or set of practices that
are consistent with an approach. For example, we
discuss a range of Agile methodologies, including
Scrum and Kanban.
Practices are specific activities comprising a
method. An individual or group engages in
practices that collectively represent a method.

@rsmartly
4 Common Agile Marketing Practices

@rsmartly
4 Common Agile Marketing Practices
Break work and releases into small units

@rsmartly
4 Common Agile Marketing Practices
Break work and releases into small units
Transparently share and prioritize work items

@rsmartly
4 Common Agile Marketing Practices
Work in cross-Functional teams that iterate
Break work and releases into small units
Transparently share and prioritize work items

@rsmartly
The Agile Marketing Manifesto
An adaptation of The Agile Manifesto for marketers
1. Validated learning over opinions and conventions
2. Customer focused collaboration over silos and hierarchy
3. Adaptive and iterative campaigns over Big-Bang campaigns
4. The process of customer discovery over static prediction
5. Flexible vs. rigid planning
6. Responding to change over following a plan
7. Many small experiments over a few large bets
+ 10 Principles
Visit: agilemarketingmanifesto.com

@rsmartly
Integrating Agile & Traditional Practices

@rsmartly
“Culture eats strategy for breakfast”
- Peter Drucker
When the CMO and the CPO align with Agile
Culture becomes your competitive advantage
(features are easy to replicate, culture is hard)

@rsmartly
Warby Parker: The Try-On Experience
VS

@rsmartly
Warby Parker: The Try-On Experience
VS
Pros:
1. Quick
2. Convenient
3. Social (maybe)
Cons:
1. Not convincing
2. Low emotion
> 1000 Frames
Pros:
1. Builds excitement
2. You get a package!
3. Convenient
4.Social (encouraged)
5. Convincing
6. High emotion
Cons:
Takes time

@rsmartly
@rsmartly
Thank You
The Agile Marketer:
Tuning Customer Experience
Into Your Competitive Advantage

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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Janani Digital Marketer Coimbatore,Tamilnadu.

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\ Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

How to Use AI to Write a High-Quality Article that Ranks

minatamang0021

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Email Marketing Master Class - Chris Ferris

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Forgotten Secret Weapon of Digital Marketing: Email Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email. Key Takeaways: Email has the best ROI of any digital tactic It can be used at any stage of the customer journey It is increasingly important as the cookie-less future gets closer and closer

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Secret to Engaging Modern Consumers: Journey Mapping and Personalization In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty. Key Takeaways: Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends

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Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success. Key Takeaways: • Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot. • Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers. • Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions. • Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.

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The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way. Key Takeaways: 1. Real content is king 2. Find ways to show EEAT 3. Repurpose across all platforms

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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Gokila digital marketer Coimbatore

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Agile Marketing & Customer Experience

1. @rsmartly The Agile Marketer Turning Customer Experience Into Your Competitive Advantage VP of Social & Community Marketing Oracle, Corporate Communications Co-Host: The Marketing Agility Podcast Blog @ rolandsmart.com @rsmartly

2. @rsmartly A Customer Experience Story

3. @rsmartly Customer Experience Map (Negative Peak)

4. @rsmartly Customer Experience Map (Negative Peak)

5. @rsmartly Customer Experience Map (Negative Peak)

6. @rsmartly Customer Experience Map (Negative Peak)

7. @rsmartly Customer Experience Map (Negative Peak)

8. @rsmartly Customer Experience Map (Negative Peak)

9. @rsmartly Customer Experience Map (Negative Peak)

10. @rsmartly Customer Experience Map (Negative Peak)

11. @rsmartly Customer Experience Map (Negative Peak) 7 6 7.5 7.5 2 6.5 7.5

12. @rsmartly Customer Experience Map (Negative Peak)

13. @rsmartly Customer Experience Map (Negative Peak) peak end

14. @rsmartly Customer Experience Map (Negative Peak)

15. @rsmartly Customer Experience Map (Negative Peak)

16. @rsmartly Customer Experience Map (Positive Peak) 7 6 7.5 7.5 2 6.5 7.5 10

17. @rsmartly Customer Experience Map (Positive Peak) 7 6 7.5 7.5 2 6.5 7.5 10

18. @rsmartly The Customer Lifecycle The role of marketing in CX found that, by 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago - Gartner

19. @rsmartly Great Customer Experience Requires Collaboration & Alignment Chief Product Officer Chief Marketing Officer Two key roles responsible for modernization

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63. @rsmartly How Does Agile Work? An approach represents a philosophy or conceptual orientation as to how work is done. Agile is an approach. A method is a practice or set of practices that are consistent with an approach. For example, we discuss a range of Agile methodologies, including Scrum and Kanban. Practices are specific activities comprising a method. An individual or group engages in practices that collectively represent a method.

64. @rsmartly 4 Common Agile Marketing Practices

65. @rsmartly 4 Common Agile Marketing Practices Break work and releases into small units

66. @rsmartly 4 Common Agile Marketing Practices Break work and releases into small units Transparently share and prioritize work items

67. @rsmartly 4 Common Agile Marketing Practices Work in cross-Functional teams that iterate Break work and releases into small units Transparently share and prioritize work items

68. @rsmartly 4 Common Agile Marketing Practices Work in cross-Functional teams that iterate Break work and releases into small units Transparently share and prioritize work items Conduct retrospectives on the process itself

69. @rsmartly Agile Methods

70. @rsmartly The Agile Marketing Manifesto An adaptation of The Agile Manifesto for marketers 1. Validated learning over opinions and conventions 2. Customer focused collaboration over silos and hierarchy 3. Adaptive and iterative campaigns over Big-Bang campaigns 4. The process of customer discovery over static prediction 5. Flexible vs. rigid planning 6. Responding to change over following a plan 7. Many small experiments over a few large bets + 10 Principles Visit: agilemarketingmanifesto.com

71. @rsmartly Integrating Agile & Traditional Practices

72. @rsmartly “Culture eats strategy for breakfast” - Peter Drucker When the CMO and the CPO align with Agile Culture becomes your competitive advantage (features are easy to replicate, culture is hard)

73. @rsmartly 3 Alignment Objectives 1. Eliminate negative peak experiences first, because these lead to long term brand damage that is hard to recover from. 2. Simplify experience and ensure consistency, because this will inherently improve your baseline while helping identify the areas where you’re most likely to be able to deliver a positive peak experience. 3. Develop positive peak experiences that will deliver a long-term benefit and distinguish your product or service.

74. @rsmartly Warby Parker: The Try-On Experience VS

75. @rsmartly Warby Parker: The Try-On Experience VS Pros: 1. Quick 2. Convenient 3. Social (maybe) Cons: 1. Not convincing 2. Low emotion > 1000 Frames Pros: 1. Builds excitement 2. You get a package! 3. Convenient 4.Social (encouraged) 5. Convincing 6. High emotion Cons: Takes time

76. @rsmartly @rsmartly Thank You The Agile Marketer: Tuning Customer Experience Into Your Competitive Advantage

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