Death of a Marketer: Modern Marketing's Troubled Past and a New Approach to Change the Future

@andreafryrear | #agilemarketing
Deathof a
Marketer
TheAgileMarketer.net
Modern marketing’s troubled past and a
new approach to change the future.

@andreafryrear | #bizagility17
Meet Leonard Shelby.
His memory resets every 5
minutes.
Sound familiar?
In Memento, his past is a
mystery, and viewers uncover it
with him.

Ok, so...what am I doing?

How
Stressed
Are
Marketers?
Source: Workfront
Marketers Stress Report

Let’s Play Find the Pattern
Source: Workfront
Marketers Stress Report

New Game: Date That Quote
“Trustworthy brands are honest and transparent. They
don't lie about who they are, what they are made of or
how they manufacture. Transparency about their
products and their values is what defines them.”

“Trustworthy brands are honest and transparent. They
don't lie about who they are, what they are made of or
how they manufacture. Transparency about their
products and their values is what defines them.”
2017

“The real suggestion to convey is that the man
manufacturing the product is an honest man, and that
the product is an honest product, to be preferred
above all others.”

“The real suggestion to convey is that the man
manufacturing the product is an honest man, and that
the product is an honest product, to be preferred
above all others.”
1915

“The story of advertising in the 1960s was, more than ever,
the story of its people: and the people did change. In the
previous decade, someone like Rosser Reeves might create
ads that bore no resemblance to his own personality. Now, in
the sixties, gray-flannel anonymity gave way to personal
expression.”
- Stephen Fox, The Mirror Makers

What’s Our Story?

Influencer Marketing 150 Years Ago

I could sell pottery
outside of my village!
Things can be pretty
AND work well.

If royalty used my
pottery...

If royalty used my
pottery...
...lowly peasants
would buy more.

Ye Olde Influencer Marketing Plan
Create free breakfast set for Queen
Charlotte.
Cross fingers.
Pray.

Ye Olde Influencer Marketing Plan
Create free breakfast set for Queen
Charlotte.
Cross fingers.
Pray.
Label new tea service
“Queens Ware”
Display in public shop window
$$$$$

Ye Olde Influencer Marketing Plan 2.0
Send pottery samples to approx. 1,000
wealthy Germans
Wait.
$$$$$

Customer Experience

Customer Experience
=
Marketing

1. World War C
2. The Audience
3. Sanity

80%
“Not very impressed” with marketing’s
work

73%
Marketers lack business credibility, can’t
demonstrate how they grow the business

77%
See disconnect between marketers’ talk and
the results that matter to CEOs

66%
Of readers have felt deceived upon realizing
content was sponsored by a brand.

92%
Of consumers trust recommendations from
friends & family above advertising

52% → 22%
From 1997 to 2008, % of brands in which
consumers have a high level of confidence.

45.9
Average # of hours marketers work each
week

98%
Of marketers experience conflict with other
teams.

54%
Of marketers take less than 30 mins for
lunch

94% of business
problems originate from
processes, not people.
- W. Edwards Deming

87%
Of Agile marketers become more
productive

80%
Better prioritize the things that matter.

93%
Get campaigns to market faster

Benefits of Agile Marketing
Source: Wrike State of Agile
Marketing Report 2016

????

24% Lack of training/knowledge
18% Current approach works well
enough
12% Mgmnt doesn’t see the value
11% Not enough time to try it
10% Not willing to try new
approaches
9% Don’t have the right tools
8% Don’t have champion to lead
5% Already done it
4% Don’t know
What stops your
team from more
completely
implementing an
Agile approach?

Source: Workfront Agile
What barriers or
challenges do
you encounter
within your
department?
11% Already use agile; no
challenges
43% I/my team doesn’t know what
Agile is or how it works
29% We don’t have an internal
expert to train/implement
11% Getting buy-in from my
team
17% Getting buy-in from leadership
18% Lack of the right tools
19% Getting over the learning curve
15% We prefer to execute
against a long-term plan

Agile IT Methodologies

Agile Marketing Methodologies

For more...
bit.ly/agile-buffet
andrea@theagilemarketer.net
@andreafryrear

Death of a Marketer: Modern Marketing's Troubled Past and a New Approach to Change the Future

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Death of a Marketer: Modern Marketing's Troubled Past and a New Approach to Change the Future