Agile Marketing, Not a Fad, a Necessity

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This is the deck from my presentation at the Agile/Scrum User Group Meetup in Shanghai on September 26th 2012. …

This is the deck from my presentation at the Agile/Scrum User Group Meetup in Shanghai on September 26th 2012.
I introduced the reasons why I'm starting to use Agile Principles for marketing purposes within our Web Agency.

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  • 1. Screw    This.  
  • 2.  What  is  agile    marke3ng?    A  high-­‐communica-on,  low-­‐documenta-on,  rapid  itera-on  process  designed  to  provide  more  frequent,  more  relevant,  and  highly  measureable,  marke-ng  programs…  the  goals  are  speed  and  innova-on   Gerry Murray, IDC Agile Principles & Practices
  • 3. Marke3ng  IT  
  • 4. Marke-ng’s  percep-ons  of  IT:  IT  is  the  department  of  “no.”  IT  doesn’t  speak  marke-ng’s  language.  IT  isn’t  concerned  with  the  customer.   Mastering  Customer  Data—A  CIO  Impera5ve,  Forrester  Research  July  2011  
  • 5. IT’s  percep-ons  of  marke3ng:  
  • 6. agile  |  tradi3onal  Validated  learning  |  opinions  &  conven-ons  Customer  focused  collabora3on  |  silos  &  hierarchy  Adap3ve  &  itera3ve  |  big  bang  campaigns  Customer  discovery  |  sta-c  predic-on  Flexible  |  rigid  planning  Responding  to  change  |  following  a  plan  Many  small  experiments  |  a  few  large  bets    
  • 7.  “It’s  not  the  strongest  of  the  species  that  survive,  nor  the  most  intelligent,  but  the  one  most  responsive  to  change”   Charles Darwin
  • 8. Thank  you!   Eric  Sangerma  esangerma@webagecorp.com  www.ericsangerma.com  www.twiKer.com/ericsangerma  
  • 9. resources        Agile  Marke3ng  Blog  hNp://www.agilemarke-ng.net/  Jim  Ewel’s  blog    ScoK  Brinker’s  Blog:  hNp://www.chiefmartec.com/    HubSpot’s  Agile  Marke3ng  Presenta3on  hNp://www.slideshare.net/HubSpot/agile-­‐for-­‐marke-ng-­‐final        Agile  Marke3ng  Topic  on  Quora  hNp://www.quora.com/Agile-­‐Marke-ng  What  physical  tools  are  you  using  to  prac-ce  Agile  Marke-ng?  hNp://www.quora.com/What-­‐physical-­‐tools-­‐do-­‐you-­‐use-­‐to-­‐run-­‐your-­‐agile-­‐marke-ng-­‐mee-ngs    Greg  Meyer’s  Posts  on  Agile  Marke3ng  hNp://gregmeyer.wordpress.com/?s=agile+marke-ng      Len  NeU’s  Agile  MARKETING  Mix  hNp://www.scoop.it/t/agile-­‐marke-ng-­‐mix      Awesome  SEOMoz  WBF:  hNp://www.seomoz.org/blog/agile-­‐marke-ng-­‐whiteboard-­‐friday    Jon  Coleman  Deck  from  Moz  Con  (Most  of  the  inspira3on  and  some  of  my  slides  come  from  this  great  presenta3on):  hNp://www.slideshare.net/jcolman/agile-­‐marke-ng-­‐4-­‐principles-­‐and-­‐13-­‐hacks-­‐seomoz-­‐mozcon-­‐2012      
  • 10. AGILE PROCESS & WORKFLOW©  magia3e:  hNp://www.flickr.com/photos/magia3e/6236962059/