Digital marketing is changing due to new technologies and consumer behaviors. Traditional marketing methods are no longer as effective, and a digital agile approach is needed. This involves engaging in conversations, continuously optimizing campaigns in real-time based on analytics, and proposing the right products to the right consumers at the right time. It requires prioritizing interactions, running applications continuously, collaborating with customers, and being responsive to changes.

1. DIGITAL AGILE MARKETING
October 14th 2010

2. Digital Agile Marketing… but why?
let’s look at the trends

3. The world is accelerating

4. Good old methods do not work
as they used to

5. Because the business is changing
Q. What marketing program areas
will grow or decline in 2010?
Digital mktg.**
Direct mktg.
MSST*
Events (in-person)
DECREASE
PR*
MI* Increase
INCREASE
Advertising
AR*
Collateral
% of Respondents
Source: IDC’s Technology Marketing Barometer, 2010 (n = 45)
5

6. End of supremacy

7. A multi polar world

8. Consumers get into the game

9. marketing digital challenges
UGC MULTICHANNEL
Co-creation or
Multiplication of
co-production of the
placement channels
brand and the products
TECHNOLOGY
ANALYTICS
Influence strategies on
Real time optimization of
the different audiences
ROI
SOCIAL MEDIA

10. How to be « always ready » in an
Unpredictable environment?

11. A great opportunity for marketing
what do we have to do ?

12. Forget about campaigns

13. Engage conversations

14. Start proposing the right product to the right
person in the right context
… at the right moment

15. Adjust all relevant parameters real time

16. Continuous improvement…

17. But… what we do

18. Today, most of marketing projects are still developed and managed
In waterfall mode

19. Features
Briefs
Design
User test
Dévelopment
Roll out
Meanwhile…
Time is flying Maintenance

20. Meanwhile…
Life happens

21. Become Digital agile… what does it take?

23. 1.Priority to people and interactions
2.Running applications
3.Collaboration with the customers
4.Reactivity to change

24. Priority to people and interactions
« Feedback driven Development »

25. Running applications
Go Betaàchaque instant

26. Collaborate
with the
customers

27. Reactivity to change
Continuous integration of new elements from feedback and
previous iterations

28. How to support that ?

29. Bridging marketing and IT
Agility our Esperanto

30. Which platform to
support a Digital
Marketing Approach

31. KEY CONTENTS// PIM // DAM // DM//ERP
First build content
Warehouse … and
remember that 80 % of the
valuable Corporate
information is issued from
non structured content.

32. INTRANET //COLLABORATION // KNOWLEDGE SHARING //
COMMUNITIES // WORKFLOW // BLOGS// ENTERPRISE 2.0
Favor off road
interconnection within
company to create
unexpected and additional
value

33. WEBSITES //CORPORATE WEBSITES // COMPARATIVE WEBSITES//
SOCIAL MEDIA // COMMUNITIES //BLOGS
Occupy the digital eco -
system..
Connected to multiple touchpoints

34. MOBILE //MOB APPS // IPOD // IPAD //ANDROID // KIOSK
Any type of
channel..
Any type of
interface

35. WEB APPS //RIA // WIDGETS // FLASH//
RICH MEDIA //
Build key components..
Those that bring real
value, make the
difference

36. ANALYTICS //CRM// BEHAVIOR TARGETING // MULTIVARIABLE TESTING
Act by taking advantage of
information gathered by the E-
CRM
Act with analysis on the fly based
on consumer‘s
behavior

37. CI//OPTIMIZATION // WEB ANALYTICS // KPI’s // AGILE CREATION
SEO // SURVEYS // TEST
TEST, IMPROVE
CONTINOUSLY…
before, after launch and even during the development