Hacking Marketing - Agile Practices to Make Marketing Smarter, Faster, and More Innovative

Informationen zum Autor SCOTT BRINKER is the editor of the popular Chief Marketing Technologist blog ( chiefmartec.com ), where he covers topics at the intersection of marketing and technology, and he is the program chair of the MarTech conference series. He is also the cofounder and CTO of ion interactive, a marketing software company that serves leading brands such as Dell, DHL, Dun & Bradstreet, eHealth, General Mills, Iron Mountain, Paychex, Pearson, and Symantec. Klappentext Marketing management is racing to keep pace with the technological advances that are disrupting how customers connect and interact with brands. Instead of planning and producing a few big campaigns, marketers today must design and operate an explosion of continuous marketing touchpoints that evolve as quickly as their organization can manage. Marketing's speed, adaptability, and ability to balance innovation and scalability in this highly fluid, digital environment have become key factors in a company's competitiveness. How can marketing managers master these new dynamics? In many ways, modern marketing now shares a surprising number of characteristics with contemporary software development. Hacking Marketing reveals the fascinating parallels between these two disciplines-and shows how marketers, even with no technical background, can borrow and adapt successful ideas from software management to lead marketing more effectively in a digital world. Written by one of the industry's foremost experts on the interplay between marketing and technology, Hacking Marketing is a nontechnical guide to managing marketing with a new generation of "digitally native" practices and frameworks. In a conversational style, it walks through pragmatic solutions to the challenges of increasing agility without losing strategic focus, accelerating marketing experimentation without sacrificing scalable operations, and empowering a more independent and distributed workforce without disconnecting executive leadership. Whether you're an experienced marketing manager updating your skill set or a newcomer looking to gain a foothold in the current marketplace, keep this one-of-a-kind resource of convenient, authoritative information at your side for its: Thoroughly clarifying primer on agile marketing, including fundamental concepts of iterative and incremental management, workflow strategies, team dynamics, and morePractical guidance for shaping marketing programs in a world of digital experience touchpoints, including working in perpetual beta, collaborative design, interactive content, and "big testing"Everyday tactics for managing the dichotomy between innovation and scalability, including a two-pronged approach to stability and agility, an easy-to-use "pace layering" model, and strategies for avoiding the pitfalls of complexity Hacking Marketing expands your mind-set and skill set for cutting-edge marketing leadership in a digital world where everything flows with the speed and adaptability of software. Zusammenfassung Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Inhaltsverzeichnis Introduction ix I Marketing ¿ Digital ¿ Software 1 1 Hacking is a Good Thing 3 2 Marketing is a Digital Profession 9 3 What Exactly Are Digital Dynamics ? 15 4 Marketing is Now Deeply Entwined with Software 25 5 Marketers Are Software Creators Now 31 6 Parallel Revolutions in Software and Marketing 37 7 Adapting Ideas from Software to Marketing 47 II Agility 53 8 The Origins of Agile Marketing 55 9 From Big Waterfalls to Small Sprints 65 10 Increasing Marketing's Man...

List of contents

Introduction ix
 
I MARKETING almost equal to DIGITAL almost equal to SOFTWARE 1
 
1 Hacking Is a Good Thing 3
 
2 Marketing Is a Digital Profession 9
 
3 What Exactly Are Digital Dynamics? 15
 
4 Marketing Is Now Deeply Entwined with Software 25
 
5 Marketers Are Software Creators Now 31
 
6 Parallel Revolutions in Software and Marketing 37
 
7 Adapting Ideas from Software to Marketing 47
 
II AGILITY 53
 
8 The Origins of Agile Marketing 55
 
9 From Big Waterfalls to Small Sprints 65
 
10 Increasing Marketing's Management Metabolism 75
 
11 Think Big, but Implement Incrementally 85
 
12 Iteration = Continuous Testing and Experimentation 95
 
13 Visualizing Work and Workflow to Prevent Chaos 105
 
14 Tasks as Stories along the Buyer's Journey 117
 
15 Agile Teams and Agile Teamwork 129
 
16 Balancing Strategy, Quality, and Agility 143
 
17 Adapting Processes, Not Just Productions 155
 
III INNOVATION 161
 
18 Moving Marketing from Communications to Experiences 163
 
19 Marketing in Perpetual Beta with an Innovation Pipeline 173
 
20 Collaborative Designs and the Quest for New Ideas 183
 
21 Big Testing Is More Important Than Big Data 193
 
IV SCALABILITY 205
 
22 Bimodal Marketing: Balancing Innovation and Scalability 207
 
23 Platform Thinking and Pace Layering for Marketing 219
 
24 Taming Essential and Accidental Complexity in Marketing 233
 
V TALENT 245
 
25 Chasing the Myth of the 10× Marketer 247
 
Notes 255
 
Acknowledgments 263
 
About the Author 267
 
Index 269

Product details

• Authors: S Brinker, Scott Brinker, Brinker Scott
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 01.04.2016
• EAN: 9781119183174
• ISBN: 978-1-119-18317-4
• No. of pages: 288
• Subjects: Social sciences, law, business > Business > Management; Marketing, Marketing management, Business & management, Sales and marketing, Wirtschaft u. Management, Marketing / Management