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Intro to Agile Marketing Strategies

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Intro to agile marketing strategies

A Quick Snapshot of…


Intro to agile marketing strategies

The marketing plan

is dead.


Intro to agile marketing strategies

Who killed the

marketing plan?


Intro to agile marketing strategies

Dude…

Your funnel is

leaking.


Intro to agile marketing strategies

Google’s Zero Moment of Truth (ZMOT)


Intro to agile marketing strategies

Meet the connected customer.


Intro to agile marketing strategies

What is Agile Management?

An iterative and adaptive process

where small, highly-collaborative teams

work in a series of short cycles,

incorporating rapid feedback,

to deliver emergent solutions,

emphasizing transparency

among all stakeholders.


Intro to agile marketing strategies

Driven by user stories.

As a ____(role)_____,

I want __(goal)___

so that I can __(benefit)__.


Intro to agile marketing strategies

This is a predictive process,

not an adaptive one.


Intro to agile marketing strategies

Methodology


Intro to agile marketing strategies

Benefits


Intro to agile marketing strategies

Key Terms


Intro to agile marketing strategies

Key Terms


Intro to agile marketing strategies

Roles


Intro to agile marketing strategies

T-shaped people.


Intro to agile marketing strategies

Daily Stand-Up


Intro to agile marketing strategies

3 Questions for the Daily Stand-up:

1. What did I do yesterday?

2. What am I going to do today?

3. Are there any impediments in my

way?


Intro to agile marketing strategies

Inspect, adapt, repeat.


Intro to agile marketing strategies

Reporting


Intro to agile marketing strategies

Benefits of Becoming Agile

84% Ability to change priorities

77% Improved project visibility

75% Increased productivity

72% Improved team morale

71% Faster time-to-market

Source: VersionOne 6th Annual State of Agile Survey


Intro to agile marketing strategies

RELEVANCE TO MARKETING?

MULTIPLICATION


Intro to agile marketing strategies

Multiplication of

touchpoints.


Intro to agile marketing strategies

Multiplication of content.


Intro to agile marketing strategies

Multiplication of devices.


Intro to agile marketing strategies

Data Multiplication.


Intro to agile marketing strategies

Many marketing missions can

be broken into discrete chunks for

iteration and adaptation.


Intro to agile marketing strategies

Predictive vs. Agile Web Programs


Intro to agile marketing strategies

Agile Marketing Lifecycle


Intro to agile marketing strategies

The Cynefin Framework

(pronounced ku-nev-in)


Intro to agile marketing strategies

This is complex.


Intro to agile marketing strategies

This is complex.


Intro to agile marketing strategies

This is complex.


Intro to agile marketing strategies

Agile Marketing Values

Individuals and interactions

over processes and tools.


Intro to agile marketing strategies

Agile Marketing Values

Responding to change

over following a plan.


Intro to agile marketing strategies

Agile Marketing Values

Remarkable customer experiences

over formalized internal procedures.


Intro to agile marketing strategies

Agile Marketing Values

Testing and data

over opinions and conventions.


Intro to agile marketing strategies

Agile Marketing Values

Many small experiments

over a few large bets.


Intro to agile marketing strategies

Agile principles have

many advocates.


Intro to agile marketing strategies

Why agile adoption fails:

52% Inability to change culture

39% General resistance to change

34% Lack of manager support

Source: VersionOne 6th Annual State of Agile Survey


Intro to agile marketing strategies

“To the uninitiated (and sometimes

even to those in the industry),

this way of working feels like

barely controlled chaos.”

February 2013

www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058


Intro to agile marketing strategies

Challenge in a Complex Domain

“Of primary concern is the

temptation to fall back into

traditional command-and-control

management styles—

to demand fail-safe business plans

with defined outcomes.”

– David J. Snowden and Mary E. Boone

A Leader’s Framework for Decision Making


Intro to agile marketing strategies

Is it worth it?


Intro to agile marketing strategies

“Accelerated cycles,

increased transparency,

and teaming outside the

typical organizational boundaries

(both within and outside the company)

will have great impact.”

February 2013

www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058


Intro to agile marketing strategies

Punctuated equilibrium.


Intro to agile marketing strategies

Excessive self-promotion

of the group.

http://bit.ly/agile-mktg-group

For those seeking more of the marketing truth…

http://bit.ly/join-the-unfunnel


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