Agile Marketing

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Agile Marketing

  1. 1. DIGITAL AGILE MARKETING October 14th 2010
  2. 2. Digital Agile Marketing… but why? let’s look at the trends
  3. 3. The world is accelerating
  4. 4. Good old methods do not work as they used to
  5. 5. Because the business is changing Q. What marketing program areas will grow or decline in 2010? Digital mktg.** Direct mktg. MSST* Events (in-person) DECREASE PR* MI* Increase INCREASE Advertising AR* Collateral % of Respondents Source: IDC’s Technology Marketing Barometer, 2010 (n = 45) 5
  6. 6. End of supremacy
  7. 7. A multi polar world
  8. 8. Consumers get into the game
  9. 9. marketing digital challenges UGC MULTICHANNEL Co-creation or Multiplication of co-production of the placement channels brand and the products TECHNOLOGY ANALYTICS Influence strategies on Real time optimization of the different audiences ROI SOCIAL MEDIA
  10. 10. How to be « always ready » in an Unpredictable environment?
  11. 11. A great opportunity for marketing what do we have to do ?
  12. 12. Forget about campaigns
  13. 13. Engage conversations
  14. 14. Start proposing the right product to the right person in the right context … at the right moment
  15. 15. Adjust all relevant parameters real time
  16. 16. Continuous improvement…
  17. 17. But… what we do
  18. 18. Today, most of marketing projects are still developed and managed In waterfall mode
  19. 19. Features Briefs Design User test Dévelopment Roll out Meanwhile… Time is flying Maintenance
  20. 20. Meanwhile… Life happens
  21. 21. Become Digital agile… what does it take?
  22. 22. 1.Priority to people and interactions 2.Running applications 3.Collaboration with the customers 4.Reactivity to change
  23. 23. Priority to people and interactions « Feedback driven Development »
  24. 24. Running applications Go Betaàchaque instant
  25. 25. Collaborate with the customers
  26. 26. Reactivity to change Continuous integration of new elements from feedback and previous iterations
  27. 27. How to support that ?
  28. 28. Bridging marketing and IT Agility our Esperanto
  29. 29. Which platform to support a Digital Marketing Approach
  30. 30. KEY CONTENTS// PIM // DAM // DM//ERP First build content Warehouse … and remember that 80 % of the valuable Corporate information is issued from non structured content.
  31. 31. INTRANET //COLLABORATION // KNOWLEDGE SHARING // COMMUNITIES // WORKFLOW // BLOGS// ENTERPRISE 2.0 Favor off road interconnection within company to create unexpected and additional value
  32. 32. WEBSITES //CORPORATE WEBSITES // COMPARATIVE WEBSITES// SOCIAL MEDIA // COMMUNITIES //BLOGS Occupy the digital eco - system.. Connected to multiple touchpoints
  33. 33. MOBILE //MOB APPS // IPOD // IPAD //ANDROID // KIOSK Any type of channel.. Any type of interface
  34. 34. WEB APPS //RIA // WIDGETS // FLASH// RICH MEDIA // Build key components.. Those that bring real value, make the difference
  35. 35. ANALYTICS //CRM// BEHAVIOR TARGETING // MULTIVARIABLE TESTING Act by taking advantage of information gathered by the E- CRM Act with analysis on the fly based on consumer‘s behavior
  36. 36. CI//OPTIMIZATION // WEB ANALYTICS // KPI’s // AGILE CREATION SEO // SURVEYS // TEST TEST, IMPROVE CONTINOUSLY… before, after launch and even during the development

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