2012 introduction to valtech agile marketing english
The New Imperative Laura Guillemin, Valtech
Agile Marketing™: the end of traditional marketing Three-year marketing plan Campaign #1 Campaign #2 Campaign #3 Campaign #4 Plan Plan Plan Plan Create Create Create Create Publish Publish Publish Assess Assess AssessTime
Agile Marketing™ isMarketing for the XXIst century Agile Marketing™: definition
The environment has grownincreasingly technological, complex,accelerated…and uncertainThe consumer is connected, mobile,social, demanding and volatile.Brand communication paradigmneeds to evolve to remain relevant.Marketing faces numerous challengesto survive in this environment andaddress this new consumer: consistentmultichannel presence, relevance,responsiveness.
In order to seize the digital opportunity,Marketing needs to become Agile.Agile Marketing™: the new imperative.
•Customer Responsive Platform™: Agile content & multichannel campaign management, from the designer to the publisher, based on brand assets centralization (digital publishing)•Digital Analytics: Agile data-driven marketing initiatives, for more relevance to the consumer and more ROI for the marketer.•Organization and Gouvernance: Agile marketing project management,responsiveness and performance-driven, through more cross-functionalcollaboration and adaptation tofeedback.
Reduced Time-to-Market for campaigns and marketing actions, thanks to faster executionMultichannel presence while protecting brand consistency and avoiding fragmentationReal-time responsiveness to customer feedback, competitors and new market trendsRelevance at the same time personal, behavioral and contextual, for the consumer, at every touchpoint with the brandMeasure of ROI of marketing actions, by channel and by campaign, for aperformance-driven strategy