agile marketing - an introduction
DESCRIPTION
This is the presentation I made during the first ever Agile Marketing Meetup in Shanghai. It is a quick introduction to Agile Marketing, its principles and why we should care in an ever-changing marketing environment.TRANSCRIPT
We Have Entered a New World
The Distance between Companies and Customers has collapsed to
Zero.
The speed of change Proliferation of new channels
New Tools are available for tracking New versions of products are being shipped
The speed of response Competitor’s Actions
Brand damaging event Newsjacking opportunity
Volatile, vocal, connected, demanding
Shorter attention span
Controls the buying process
Has more perspectives than ever before
Wants consistent communication across all channels
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
So, What Are the Principles of Agile Marketing
Focus on the Consumer
Consumer-Centric
Consumer-Relevant
Personalized and Responsive
Feedback-driven marketing tactics
All Marketing Functions & Disciplines More Customer Involvement (agency mode)
OVER
Validated Learning Customer Discovery Flexible Planning
Opinions & Conventions Static Prediction Rigid Plan
Reactive Responsive Marketing
Time to Market
Targeting & Metrics
Responsiveness to change
Data-driven, accountable marketing
OVER
Short quick campaigns Many Small Experiments Real-Time Marketing
Big Bang Campaigns Few Large Bets Traditional Marketing