Anticipation: the heart of agile, digital marketing

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Think back to the best restaurant experience you’ve ever had - what made it memorable? Location, quality and ambience all matter, but for me, the truly great experiences have always been where the service was exceptional.

Fine dining 95 floors above street level in Chicago.

Fine dining 95 floors above street level in Chicago.

In a small handful of cases, it was as if the servers anticipated my needs and delivered what I wanted almost magically at the exact right time – a small glass of extra ice for my drink, or the new salt shaker when my vigorous shaking seemed to be fruitless.

These have almost always happened for me in “fine dining” establishments, where such anticipation is almost expected. When it’s happened in “regular” places where it might be unexpected, such service is a pleasant surprise, but wherever it happens, it’s always a good feeling to be treated as if they really know you, isn’t it?

These types of customer experiences where your needs are anticipated are now possible in a wider variety of businesses and situations because economic activity takes place more and more in the digital realm. And more and more of the buying process is online and digital engagement is data-driven. In the digital realm, opportunities abound where analytics can drive marketing that is agile, meaning the ability to have the right message/offer at the right time in the right place for the right people.

Anticipation is at the heart of an agile, digital marketing strategy.Anticipation is at the heart of an agile, digital marketing strategy per noted thought leader Rachel Alt-Simmons. Such digital marketing strategies include listening, responding, measuring, adapting and anticipating customer needs so you can align with operations to deliver those pitch-perfect customer experiences. It’s analytically-driven customer intelligence solutions that enable forward-thinking marketers to go to market with agile digital marketing strategies.

And agile marketing is characterized by the ability to rapidly respond and adapt to customer, channel and environmental influences. The impact on marketing is clear – the data behind multiple customer stories support Rachel’s contention that the six-month marketing planning cycle is a thing of the past. These thoughts and many more are summarized in Rachel’s latest whitepaper, Digital Marketing: Are You Ready to Go Agile?

Download the paper and get the full story behind the central role of anticipation in an agile, digital marketing strategy. Let us know what you think. And as always, thank you for following!

 

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About Author

John Balla

Principal Marketing Strategist

Hi, I'm John Balla - a Digital Marketing Principal here at SAS focused on Content Strategy. I co-founded the SAS Customer Intelligence blog and served as Editor for five years. I like to find and share content and experiences that open doors, answer questions and maybe even challenge assumptions so better questions can be asked. Outside of work I stay busy with my wife and I keeping up with my 2 awesome college-age kids (Go Quakers! Go Tarheels!), volunteering for the Boy Scouts, keeping my garden green, striving for green living, expressing myself with puns, and making my own café con leche every morning. I’ve lived and worked on 3 contents and can communicate fluently in Spanish, Portuguese, Hungarian and passable English. Prior to SAS, my experience in marketing ranges from Fortune 100 companies to co-founding two start ups. I studied economics at the University of Illinois at Urbana-Champaign and got an MBA from Georgetown. Follow me on Twitter. Connect with me on LinkedIn.

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