Agile Marketing Lunch and Learn 5/6/13

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Agile Marketing, the new imperative, a Lunch n Learn presentation by Jonathan Cook!

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  • Traditional media has not gone away. Digital just increases the channels
  • Silos around digital channel. People and technology.When you think about 30p for trad marketing – something is broken.Furthermore. Consistent customer experience.“We need a Facebook strategy”
  • Furiously innovate in silosReturn from a channel is not big enough to warrant experimental investment
  • Obsolete marketing frameworksObsolete budgeting frameworks
  • Many moving parts >>>> AgileAgile at organisational level and project levelBut…… people don’t understand Agile (especially at an organisational level)
  • Agile Marketing Lunch and Learn 5/6/13

    1. 1. Who am I? Valtech 8 years MA in Marketing My most recent project………. a mystery brand ;-)
    2. 2. Simple.Opinionated.
    3. 3. 5 ProblemsofDigital Marketing
    4. 4. Problem 1 - Predictabilitytraditionalmarketingdigitalmarketing
    5. 5. Problem 2 - Complexitydigitalmarketingtraditionalmarketing
    6. 6. Problem 3 – More Channelsdigitalmarketingtraditionalmarketing
    7. 7. Problem 4 - Silosweb email mobile socialteam team team teamplatform platform platform platform
    8. 8. Problem 5 – Siloed Innovationattribution / business case
    9. 9. Problem 5 - Processes3 year marketing plan
    10. 10. Why Agile Marketing?The need fora newmarketingparadigm
    11. 11. And then magic occurs…….
    12. 12. 3 Simple Steps…….Customer Responsive Platform:Agile content & multichannelcampaign management, fromThe designer to the publisher, based onbrand assets centralisation (digitalPublishing)Digital Analytics: Agile data-driven marketing initiatives, formore relevance to the consumerand more ROI for the marketer.Organisation and Governance: AgileMarketing project management,responsiveness andperformance-driven, throughmore cross-functionalcollaboration and adaptionto feedback
    13. 13. Customer Responsive Platforms
    14. 14. Products
    15. 15. Digital AnalyticsBig Data versus enough datainsight
    16. 16. Organisational and Governancemany moving parts : agileproject level: agileorganisation level: agile
    17. 17. What doyou getfrom beingan agileMarketer?
    18. 18. You need to speak to us about the 4th secret one If you want to chat about this further please contact:Jonathan Cookjonathan.cook@valtech.co.ukAlso – you can download document which explains our AgileMarketing philosophy here: http://bit.ly/12JKwDJ
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