Recent data indicates consumers are annoyed and uncomfortable when brands follow them around the Internet. Moreover, nearly a third of consumers report receiving offers via email, display ads, social networks, and on mobile devices that are irrelevant to their interests. In other cases, customer activity leads to a barrage of deals and emails that make customers feel like they're being stalked by semi-relevant offers.

Brands might argue that real-time personalized brand experiences are "the new black," but a recent study revealed that 69% of customers are uncomfortable with advertisers knowing what websites they have visited, and 55% of people are put off buying products or services if they see the same ad multiple times.

So, how do you market relevant products and deals to prospective or repeat customers without annoying them?

Adopting a culture of agile marketing allows marketing campaigns and ad strategies to be rapidly adjusted based on real-time data and empowers companies to learn what their customers want, when they want it.

Brands need to implement agile marketing techniques with the customer experience at the center of their strategies.

Turning Failure Into Opportunity With Agile

The concept of failure or errors in marketing is not something companies usually celebrate. Now, however, with today's agile software community adopting a "fail fast" mentality, the idea of rapid testing and iteration is critical to innovation.

Inside the "fail fast" idea is the idea that the ability to immediately identify and eliminate flawed parts of the process and shift towards a better model in real time is critical to the success of a project.

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ABOUT THE AUTHOR
image of Paul Mandeville

Paul Mandeville is chief product officer of QuickPivot, a cloud-based real-time cross-channel marketing platform powering lifecycle marketing programs.

LinkedIn: Paul Mandeville

Twitter: @paulmandeville