This document discusses the benefits of an agile digital marketing approach and provides a case study of Barclays' use of an agile approach. Some key points of an agile approach include having a short, living marketing plan focused on the next 6 months; clearly defining target customers and goals; and continuously learning and optimizing based on analytics. The Barclays case study demonstrates how they used an agile approach to better target and engage existing online customers through personalized experiences.

1. Agile Digital Marketing …
… thoughts and a recent Barclays case study
Oct 25th 2012
Julian Brewer

2. Agile digital marketing approach
How can we create a rigid marketing plan for 12 or 24 months when things change so
quickly? 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. “But if you have no objective, then
any measurement will do … “

4. Agile Digital marketing continuous improvement

5. Marketer & machine need to be a team
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6. Barclays 2011/12 ISA
case study….
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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.
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8. The front door … is a major listening post
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9. Deep linking builds more knowledge …
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10. Building the picture …
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11. Feeding the model …
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12. Know your customer …
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13. Predictive quality of data Rules based
Automated
Proportion of visitor base we hold data for
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15. The use of time based data changes
everything … agile imperative
Data around
Before After
the event
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16. Feeding the rules through analysis …
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17. sales people and what do they do that’s so
Think about great
magical. Firstly they listen and then treat each of their
customer’s as individuals and cater to their
unique and changing needs
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18. Highly engaged ISA customers who
visited the homepage
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19. Personal home page – carousel lock targeted audience
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20. Optimising the full journey (including offline)
“Barclays Mortgages”
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21. Feeding insight both ways …
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22. If you’ve enjoyed listening
or would like to get in
touch ..
07598 261665
01732 454014
Julian.brewer@sky.com
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