Agile marketing - An Introduction

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This is the presentation I made during the first ever Agile Marketing Meetup in Shanghai. It is a quick introduction to Agile Marketing, its principles and why we should care in an ever-changing …

This is the presentation I made during the first ever Agile Marketing Meetup in Shanghai. It is a quick introduction to Agile Marketing, its principles and why we should care in an ever-changing marketing environment.

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Transcript

  • 1. We Have Entered a New World
  • 2. The Distance between Companies and Customers has collapsed to Zero.  
  • 3. The speed of change Proliferation of new channels New Tools are available for trackingNew versions of products are being shipped
  • 4. The speed of response Competitor’s Actions Brand damaging event Newsjacking opportunity
  • 5. Volatile, vocal, connected, demanding Shorter attention span Controls the buying process Has more perspectives than ever before Wants consistent communication across all channels
  • 6. Time to market too long Strict schedules and well-oiled campaignsStill anchored in long-term planning Meanwhile, Budgets are under pressure ROI expectations are higher Time to market must be shorter
  • 7. So, What Are the Principles of Agile Marketing
  • 8. Focus on the Consumer Consumer-Centric Consumer-Relevant Personalized and ResponsiveFeedback-driven marketing tactics
  • 9. All MarketingFunctions & DisciplinesMore CustomerInvolvement (agencymode)
  • 10. Validated Opinions &Learning ConventionsCustomer OVER StaticDiscovery PredictionFlexible Rigid PlanPlanning
  • 11. Reactive Responsive Marketing Time to Market Targeting & Metrics Responsiveness to change Data-driven, accountable marketing
  • 12. Short quick Big Bangcampaigns CampaignsMany Small OVER Few LargeExperiments BetsReal-Time TraditionalMarketing Marketing
  • 13. Thank you! Eric Sangermaesangerma@webagecorp.comwww.ericsangerma.comwww.twitter.com/ericsangerma