DIGITAL AGILE MARKETING October 14th 2010

Digital Agile Marketing… but why? let’s look at the trends

The world is accelerating

Good old methods do not work as they used to

Source: IDC’s Technology Marketing Barometer, 2010 (n = 45)

Q. What marketing program areas will grow or decline in 2010?

Increase

DECREASE

Digital mktg.**

Direct mktg.

MSST*

Events (in-person) PR* MI*

Advertising

AR*

Collateral

% of Respondents

5

Because the business is changing

INCREASE

End of supremacy

A multi polar world

Consumers get into the game

UGC

marketing digital challenges

MULTICHANNEL

SOCIAL MEDIA

ANALYTICS

TECHNOLOGY

Co-creation or co-production of the brand and the products

Multiplication of placement channels

Influence strategies on the different audiences Real time optimization of

ROI

How to be « always ready » in an Unpredictable environment?

A great opportunity for marketing what do we have to do ?

Forget about campaigns

Engage conversations

Start proposing the right product to the right person in the right context

… at the right moment

Adjust all relevant parameters real time

Continuous improvement…

But… what we do

Today, most of marketing projects are still developed and managed In waterfall mode

Features

Briefs

Design

User test

Dévelopment

Roll out

Maintenance

Meanwhile… Time is flying

Meanwhile… Life happens

Become Digital agile… what does it take?

1.Priority to people and interactions

2.Running applications

3.Collaboration with the customers

4.Reactivity to change

Priority to people and interactions « Feedback driven Development »

Go Betaàchaque instant

Running applications

Collaborate with the

customers

Continuous integration of new elements from feedback and previous iterations

Reactivity to change

How to support that ?

Bridging marketing and IT Agility our Esperanto

Which platform to support a Digital Marketing Approach

First build content Warehouse … and remember that 80 % of the valuable Corporate information is issued from non structured content.

KEY CONTENTS// PIM // DAM // DM//ERP

Favor off road interconnection within company to create unexpected and additional value

INTRANET //COLLABORATION // KNOWLEDGE SHARING // COMMUNITIES // WORKFLOW // BLOGS// ENTERPRISE 2.0

Occupy the digital eco -system.. Connected to multiple touchpoints

WEBSITES //CORPORATE WEBSITES // COMPARATIVE WEBSITES// SOCIAL MEDIA // COMMUNITIES //BLOGS

Any type of channel.. Any type of interface

MOBILE //MOB APPS // IPOD // IPAD //ANDROID // KIOSK

WEB APPS //RIA // WIDGETS // FLASH// RICH MEDIA //

Build key components.. Those that bring real value, make the difference

Act by taking advantage of information gathered by the E-CRM Act with analysis on the fly based on consumer‘s behavior

ANALYTICS //CRM// BEHAVIOR TARGETING // MULTIVARIABLE TESTING

TEST, IMPROVE CONTINOUSLY… before, after launch and even during the development

CI//OPTIMIZATION // WEB ANALYTICS // KPI’s // AGILE CREATION SEO // SURVEYS // TEST