Agile digital marketing

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This is a presentation that was recently delivered to a small but knowledgable group of clients who were interested in recent Digital Marketing practice. The presentation and its case study highlights the growing influence of insight driven agile web experience development.

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  • Julian, is there any kind of recording of you giving this presentation. It looks really interesting, but without a recording or more extensive notes, it's hard to get the full flavor of the presentation.

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Agile digital marketing

  1. 1. Agile Digital Marketing …… thoughts and a recent Barclays case studyOct 25th 2012Julian Brewer
  2. 2. Agile digital marketing approachHow can we create a rigid marketing plan for 12 or 24 months when things change soquickly? In launch and ‘start up’ mode we require an ‘agile marketing plan’:•A short living document less than 4 pages long (ideally less)•Looks no more than a six month into the future, one to three months if appropriate•Clearly articulates target markets and customers•States specific, measurable goals•When planning to acquire customers, focuses on our unique buyer’s needs and their journey not on our‘sales funnel’•Allocates a majority of the budget to proven programs (if and when we know them)•Invests some resources to testing new, speculative media•Acts and reacts real-time in the digital space•Is based on learning’s as it progresses, outcomes driven (i.e. testing, optimisation programs, analytics & B.I.)
  3. 3. “But if you have no objective, then any measurement will do … “
  4. 4. Agile Digital marketing continuous improvement
  5. 5. Marketer & machine need to be a team 5
  6. 6. Barclays 2011/12 ISAcase study…. 6
  7. 7. Web marketers now look at converting their existing web traffic through better contextual targeting and engaging UX. The website itself becomes the agile listening post & persuasive marketing tool. 7
  8. 8. The front door … is a major listening post 8
  9. 9. Deep linking builds more knowledge … 9
  10. 10. Building the picture … 10
  11. 11. Feeding the model … 11
  12. 12. Know your customer … 12
  13. 13. Predictive quality of data Rules based Automated Proportion of visitor base we hold data for 13
  14. 14. 14
  15. 15. The use of time based data changeseverything … agile imperative Data around Before After the event 15
  16. 16. Feeding the rules through analysis … 16
  17. 17. sales people and what do they do that’s soThink about greatmagical. Firstly they listen and then treat each of their customer’s as individuals and cater to their unique and changing needs 17
  18. 18. Highly engaged ISA customers whovisited the homepage 18
  19. 19. Personal home page – carousel lock targeted audience 19
  20. 20. Optimising the full journey (including offline) “Barclays Mortgages” 20
  21. 21. Feeding insight both ways … 21
  22. 22. If you’ve enjoyed listening or would like to get in touch .. 07598 261665 01732 454014 Julian.brewer@sky.com 22

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