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 marketing environment.

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Agile marketing - An Introduction

  1. 1. We Have Entered a New World
  2. 2. The Distance between Companies and Customers has collapsed to Zero.  
  3. 3. The speed of change Proliferation of new channels New Tools are available for trackingNew versions of products are being shipped
  4. 4. The speed of response Competitor’s Actions Brand damaging event Newsjacking opportunity
  5. 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. 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. 7. So, What Are the Principles of Agile Marketing
  8. 8. Focus on the Consumer Consumer-Centric Consumer-Relevant Personalized and ResponsiveFeedback-driven marketing tactics
  9. 9. All MarketingFunctions & DisciplinesMore CustomerInvolvement (agencymode)
  10. 10. Validated Opinions &Learning ConventionsCustomer OVER StaticDiscovery PredictionFlexible Rigid PlanPlanning
  11. 11. Reactive Responsive Marketing Time to Market Targeting & Metrics Responsiveness to change Data-driven, accountable marketing
  12. 12. Short quick Big Bangcampaigns CampaignsMany Small OVER Few LargeExperiments BetsReal-Time TraditionalMarketing Marketing
  13. 13. Thank you! Eric Sangermaesangerma@webagecorp.comwww.ericsangerma.comwww.twitter.com/ericsangerma

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