Slides from my presentation at Global Trade Day 2016, Bryant College on May 25, 2016. Explored mobile, social, and agile marketing. The panel included speakers: Andy Kling from HavasEdge, Gillie Nevel from CVS, Scott Stroud from Hasbro, Richard Delahaye of Barracuda and Rob Corbin of EMC.
10. Mobile today
Nine out of 10 (92%) of U.S. consumers have mobile devices
-BIA/Kelsey, 2106
Americans spent $838 million online via mobile devices on
Cyber Monday 2015, up 53% year over year.
-comScore
Total activity on smartphones and tablets accounts for over
60% of internet usage.
-comScore
18. B2B Buyers
60%+ of buyers process
happens before sales
gets involved
- Corporate Executive Board 2011
19. Building around content
19
Case
Studies
AWARENESS CONSIDERATION DECISION
Awareness
Building
Interested in
Product
Researching
Vendors
Evaluating
Solutions
External
Validation
Negotiation &
Purchase
Training &
Implementation
Buyers
Guides
Webinars
Ebooks/
White
Papers
Guest Blog
Posts
Blog Posts
Press
Releases &
Coverage
Bylined
Articles
Vendor
Lists
Info-
graphics
Demos /
Download
Short Stack
Newsletter
Emails:
Nurturing
ROI Model /
Calculator
Testi-
monials
Explainer
Video
Info-
graphics
Analyst
Reports
White
Papers
Solution
Brief
Downloads
Analyst
Reports
Ebook
Key
Existing Asset
High Priority New
Med Priority New
Low Priority New
Datasheets
Datasheet
Datasheets
Nurturing
Emails
Knowledge
Base
39. Agile marketing is a high-communication, low
documentation, rapid iteration process designed to
provide more frequent, more relevant and highly
measurable marketing programs
- IDC, Agile Principles and Practices, 2010
40. Adapted from software development
Highlights:
- Embraces uncertainty
- Transparent
- Adaptive
- Empowering
- Customer-centric
45. More about Agile Marketing
• Agile marketing case studies
• With leading brands
• Find on iTunes
46. Five Megatrends
1. Mobile and social rule
2. Content is driving marketing
3. Better omnichannel experiences
4. Cheap, plentiful computing power
5. Changing management models
So I thnk the anecdote re: today's on-demand world is "somewhat infamously, Nancy Sinatra failed to visit her father Frank on his deathbed because his passing inconveniently coincided with the airing of the final Seinfeld episode."