Agile Marketing, Not a Fad, a Necessity
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This is the deck from my presentation at the Agile/Scrum User Group Meetup in Shanghai on September 26th 2012. I introduced the reasons why I'm starting to use Agile Principles for marketing purposes within our Web Agency.
Transcript of Agile Marketing, Not a Fad, a Necessity
Screw This.
A high-‐communica-on, low-‐documenta-on, rapid itera-on process designed to provide more frequent, more relevant, and highly measureable, marke-ng programs… the goals are speed and innova-on
What is agile marke3ng?
Gerry Murray, IDC Agile Principles & Practices
IT
Marke3ng
Marke-ng’s percep-ons of IT:
IT is the department of “no.”
IT doesn’t speak marke-ng’s language.
IT isn’t concerned with the customer.
Mastering Customer Data—A CIO Impera5ve, Forrester Research July 2011
IT’s percep-ons of marke3ng:
agile | tradi3onal Validated learning | opinions & conven-ons
Customer focused collabora3on | silos & hierarchy
Adap3ve & itera3ve | big bang campaigns
Customer discovery | sta-c predic-on
Flexible | rigid planning
Responding to change | following a plan
Many small experiments | a few large bets
“It’s not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change”
Charles Darwin
resources Agile Marke3ng Blog hNp://www.agilemarke-ng.net/ Jim Ewel’s blog ScoK Brinker’s Blog: hNp://www.chiefmartec.com/ HubSpot’s Agile Marke3ng Presenta3on hNp://www.slideshare.net/HubSpot/agile-‐for-‐marke-ng-‐final Agile Marke3ng Topic on Quora hNp://www.quora.com/Agile-‐Marke-ng What physical tools are you using to prac-ce Agile Marke-ng? hNp://www.quora.com/What-‐physical-‐tools-‐do-‐you-‐use-‐to-‐run-‐your-‐agile-‐marke-ng-‐mee-ngs Greg Meyer’s Posts on Agile Marke3ng hNp://gregmeyer.wordpress.com/?s=agile+marke-ng Len NeU’s Agile MARKETING Mix hNp://www.scoop.it/t/agile-‐marke-ng-‐mix Awesome SEOMoz WBF: hNp://www.seomoz.org/blog/agile-‐marke-ng-‐whiteboard-‐friday Jon Coleman Deck from Moz Con (Most of the inspira3on and some of my slides come from this great presenta3on): hNp://www.slideshare.net/jcolman/agile-‐marke-ng-‐4-‐principles-‐and-‐13-‐hacks-‐seomoz-‐mozcon-‐2012
AGILE PROCESS & WORKFLOW
© magia3e: hNp://www.flickr.com/photos/magia3e/6236962059/
