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The Role of the BIG IDEA in Agile Marketing


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What’s the Role of the Big Idea in Agile Marketing?
A presentation by Darren Woolley, Global CEO, TrinityP3 Marketing Management Consultants at the Digital Espresso event series organized by Bench in Aug - Sep 2017.

See the presentation on video here

Published in: Marketing
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The Role of the BIG IDEA in Agile Marketing

  1. 1. marketing management consultants What’s the Role of the Big Idea in Agile Marketing? Presented by Darren Woolley Global CEO TrinityP3 Marketing Management Consultants © 2017
  2. 2. marketing management consultants Introducing
  3. 3. marketing management consultants What is the Big Idea? The Big Idea is: •  a creative concept •  an expression of the communication strategy •  media and channel neutral •  a platform for all communications activities
  4. 4. marketing management consultants What is Agile Marketing? Agile Marketing is: •  derived from the Agile Software development approach •  a methodology for marketing communications development •  an approach to marketing in complex and dynamic markets
  5. 5. marketing management consultants Agile Marketing is both strategy and process •  It’s about responding to change rather than following a plan •  Requires rapid iterations rather than big campaigns •  Requires data and testing rather than opinion and conventions •  Favours many experiments over a few large bets •  Focuses on individuals and interactions and engagement over targeting audience groups •  Requires collaboration to respond to needs rather than being bogged down in silos and hierarchy
  6. 6. marketing management consultants Have you ever been sailing?
  7. 7. marketing management consultants Marketing can feel like sailing into the wind •  Sailing requires a team working together against the prevailing elements to achieve an objective •  If your marketing finish line is upwind you need to tack or zig-zag into the wind to reach it •  There is no direct route to get there so it requires both strategy and tactics to gain the advantage
  8. 8. marketing management consultants Big Idea & Agile are separate strategies •  The Big Idea sets the strategy to then be executed •  Agile Marketing is about constantly testing and learning from the market •  The Big Idea suggests a big bet on what will work and backing it •  Agile Marketing is using data to optimise and respond to the market •  But what happens if there is a shift in the market place?
  9. 9. marketing management consultants So does Agile Marketing need a Big Idea? •  Increasingly marketers are embracing Agile Marketing to optimise performance and results •  But is there a place for the Big Idea if the approach is to be responsive and agile rather than planned? •  Or are the two approaches incompatible? •  Or are there benefits from embracing both as part of your marketing?
  10. 10. marketing management consultants The Big Idea is delivered as a series small ideas •  The Big Idea usually defines the strategy execution and implementation •  Using an Agile Marketing approach, the Big Idea becomes a succession of small executions •  The Big idea becomes a framework for an Agile response to market •  This allows marketers to optimise performance and results while building brand recognition and focusing on longer term objectives
  11. 11. marketing management consultants Keeping the brand on course for a win •  The role of the Big Idea is to provide direction on the brand objective •  An Agile Marketing approach allows you to optimise performance by testing and learning •  It allows you to focus in individuals and engagement while staying on course with your brand strategy •  Delivering the best of both
  12. 12. marketing management consultants Good luck! TrinityP3 Pty Ltd Sydney +612 9964 9900 Singapore +65 6631 2861 London +44 203 790 9229 @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants