The document discusses the transformation of marketing in response to rapid changes in consumer behavior and technology, emphasizing the need for agile marketing strategies. It highlights the importance of consumer-centric, responsive, and data-driven marketing tactics to adapt to a fast-paced environment while managing expectations for ROI and time-to-market. The emphasis is on smaller, quick campaigns over larger, traditional ones to better engage consumers and respond to market dynamics.

3. We Have Entered a New World

4. The Distance between Companies
and Customers has collapsed to
Zero.

6. The speed of change
Proliferation of new channels
New Tools are available for tracking
New versions of products are being shipped

7. The speed of response
Competitor’s Actions
Brand damaging event
Newsjacking opportunity

9. Volatile, vocal, connected, demanding
Shorter attention span
Controls the buying process
Has more perspectives than ever before
Wants consistent communication across all
channels

11. Time to market too long
Strict schedules and well-oiled
campaigns
Still anchored in long-term planning
Meanwhile,
Budgets are under pressure
ROI expectations are higher
Time to market must be shorter

13. So, What Are the Principles of
Agile Marketing

15. Focus on the Consumer
Consumer-Centric
Consumer-Relevant
Personalized and Responsive
Feedback-driven marketing tactics

17. All Marketing
Functions & Disciplines
More Customer
Involvement (agency
mode)

19. Validated Opinions &
Learning Conventions
Customer OVER Static
Discovery Prediction
Flexible Rigid Plan
Planning

21. Reactive Responsive Marketing
Time to Market
Targeting & Metrics
Responsiveness to change
Data-driven, accountable marketing

22. Short quick Big Bang
campaigns Campaigns
Many Small OVER Few Large
Experiments Bets
Real-Time Traditional
Marketing Marketing

25. Thank you!
Eric Sangerma
esangerma@webagecorp.com
www.ericsangerma.com
www.twitter.com/ericsangerma