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Customer Experience Must Be at the Heart of Your Agile Marketing

by Paul Mandeville  |  
September 15, 2015

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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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

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  • by Zach Rogers Tue Sep 15, 2015 via web

    Thanks for the enlightening article, Paul! Just curious, what study found 69% of customers are uncomfortable with advertisers knowing their online whereabouts? Won't say I'm surprised, but would like to read more on the study's design.

  • by Vahe, MarketingProfs Tue Sep 15, 2015 via web

    Hi, Zach. This seems to be source of those findings:

  • by Zach Rogers Tue Sep 15, 2015 via web

    Awesome, thank you, Vahe!! Great info

  • by Andrea Fryrear Wed Sep 16, 2015 via web

    Enjoyed the article, Paul. I'm just wondering if there's a particular agile methodology that you think facilitates these goals of managing failure, personalization, and partnerships? I'm a fan of all those goals, and I certainly think an agile mindset helps marketers move toward them, I just think it's vital to remind people that agile marketing isn't just about being flexible or changing our minds a lot. It's about a strategic, systematic approach to how we run our teams and our departments; we've got to deliberately lay the groundwork or we won't be able to reap the benefits.

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