Summary of Roland Smart's The Agile Marketer

Everest Media

Description

Please note: This is a companion version & not the original book.
Sample Book Insights:
#1 The heightened exposure of social media has created a new era of pressure on companies to treat customers better, and to share information with them in a more transparent manner. This has led to a period of the age of the marketer, in which marketers are becoming more important than ever before.
#2 The company’s approach to its core service, which is forcing customers to buy services in bundles they don’t want, has been out of sync with the market’s direction for years.
#3 The company must change its approach to product development and marketing in order to compete with the wealth of innovative alternatives now available on the content distribution side of their business.
#4 It will be difficult to turn around Comcast, but it is possible if the company adopts a new approach to both innovation and marketing. The approach is designed to help companies like Comcast understand their customers better and design for their evolving needs.

Sujets

• Marketing
• Général

Informations

• Publié par: Everest Media LLC
• Date de parution: 20 mars 2022
• Nombre de lectures: 0
• EAN13: 9781669354871
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

Insights on Roland Smart's The Agile Marketer
Contents Insights from Chapter 1 Insights from Chapter 2 Insights from Chapter 3 Insights from Chapter 4
Insights from Chapter 1

#1

The heightened exposure of social media has created a new era of pressure on companies to treat customers better, and to share information with them in a more transparent manner. This has led to a period of the age of the marketer, in which marketers are becoming more important than ever before.

#2

The company’s approach to its core service, which is forcing customers to buy services in bundles they don’t want, has been out of sync with the market’s direction for years.

#3

The company must change its approach to product development and marketing in order to compete with the wealth of innovative alternatives now available on the content distribution side of their business.

#4

It will be difficult to turn around Comcast, but it is possible if the company adopts a new approach to both innovation and marketing. The approach is designed to help companies like Comcast understand their customers better and design for their evolving needs.

#5

The path to modern marketing is through the customer experience. To get a sense of the direction marketing is taking, consider this hypothetical example: you're a successful millennial with a top job at a growing company based in a major metropolitan area. You're in the market for a new car, but you harbor mixed feelings about new cars because they're hard on the environment. You decide on an electric car, which reflects your environmentally conscious values.

#6

You resist the urge to make a rash decision. You learn about the car's reputation from its owners, who are actively engaged online. They claim that the car has had some issues, but these have been addressed by Tesla.

#7

The most important difference between Tesla and Comcast is their internal alignment. Upstart companies with agility are driving Comcast's customers to cut the cord. To maintain its historic growth rate, Comcast must change more than the way it develops new services.

#8

The traditional approach to developing products is to have separate teams work on them, with the product owner not checking in on the process until near the end. The adaptive approach is to constantly measure while making small cuts.

#9

Adaptive approaches are essential for marketers who want to become stewards of the customer experience. The technology landscape is extremely complex, and it is evolving rapidly. Adopting an adaptive approach is a necessity for marketers who want to stay ahead of the curve.

#10

Marketing leaders today face enormous possibilities, but also an enormous challenge. They see the opportunity to compete on the basis of personalized customer experiences, but they also inhabit a marketing technology landscape that is complex and rapidly evolving.

#11

The modern marketing vision gap is the difference between so-called best-in-class solutions, developed by smaller and more agile firms, and solutions that promise deep integration between systems.