Staying agile in a competitive world, Digiday Agency Summit, March 2017
The Marketers Perspective with Digital Asset Management - Staying Agile
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Transcript of The Marketers Perspective with Digital Asset Management - Staying Agile
The Four Insights Proven to Increase Marketing Agility
@shherrin
CREATIVE CONTENT OPTIMIZATION
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Over 2,300 brands and agencies worldwide
WHAT DOES IT MATTER TO DAM?
EVOLUTION OF CUSTOMER INTERACTIONS
EventsDirect FaxDirect MailTelephone
<1980 1990 2000 2005 2014TVRadioPrintDisplay
IMEmail
Cable TVWebsiteSearchOnline Display
+
+ Online VideoWebinarsAffiliate Marketing
+
BlogsRSSMobile EmailSMS+
+ PodcastsContextualWikisSocial NetworksMobile Web
Apps/Push NotificationsGroup TextingSocial DMVoice Marketing+
+ Behavioral TargetingVirtual WorldsVideo NetworksTwitterFacebookMobile AppsGeolocation/GeofencingContent MarketingRatings/Reviews
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Paid SearchLanding PagesMicrosites+
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WHAT THE MARKETING PROCESS FEELS LIKE
Cross-Over
Opinions
Visibility
Data?
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The marketer’s job?
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GSDwithout sacrificing quality
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WHEN YOU DO NOT ADJUST - YOUR CUSTOMERS REACT
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WAS THIS IN THE PLAN?
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MY RECENT EXAMPLE
STARTING IN 2013 -- AGILITY WINS
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2013 SUPERBOWL BLACKOUT TIMELINE
7:37 PM, the lights went out!7:38 PM Oreo Team discusses the situation and starts brainstorming…7:40 PM Audi Team does a friendly tweet poke at competitor Mercedes Benz (with SuperDome naming rights) “Sending some LEDs to the @MBUSA Superdome right now…”7:41 PM Oreo Team reviews design and caption options7:42 PM Oreo Team agrees on tweet, caption and image, but waits to determine cause of power outage.7:44 PM Walgreens tweets, “We do carry candles. #SuperBowl”7:46 PM PBS tweets, “This might be a good time think about alternative programming. #SuperBowlBlackOut.”7:47 PM Oreo Team determines “it’s a go!”7:48 PM Oreo tweets: “Power out? No problem. pic.twitter.com/dnQ7pOgC”7:50 PM @oreo starts trending and other brands try to follow its lead7:51 PM Tide tweets: “We can’t get your #blackout, but we can get your stains out. #SuperBowl #TidePower”7:53 PM VW tweets: “Lost power during the Big Game… Don’t worry, #GetHappy”8:00 PM Walgreens tweets, “…we also sell lights. #SuperBowl”
http://digitalmediaix.com/social-media-swat-team-case-study-the-oreo-super-bowl-tweet/#.VGO24lfF8tE
BRAND RETWEETS
Oreo 16,075
Audi 9,694
Walgreens (candles)
3,380
PBS 3,527
Walgreens (lights)
2,422
Tide 1,370
WHO TOOK THE SURVEY
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INSIGHTS BEHIND AGILE MARKETING
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INSIGHT 1: DEFINE PROJECT MANAGEMENT ROLE
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WHAT SEEMS MORE EFFICIENT?
OR THIS?THIS?
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Value of Project Management
Projects delivered:
- on time
- within budget
- with exceptional quality
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INSIGHT 2: IMPLEMENT AN ADAPTIVE PROCESS
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WHAT SOME OF OUR CLIENTS ARE DOING
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INSIGHT 3: PROJECT MANAGEMENT IN MARKETING… NOT IT
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WHY RELY ON OTHERS?
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INSIGHT 4: AUTOMATE YOUR PROCESS
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BECOMING MORE AGILE HELPS TO AVOID THIS
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THANK YOU
Shawn HerringVice President of MarketingProofHQ
[email protected] +1 317 908 6863 +1 214 519 8644 x 722 shawn.herring.phq www.proofhq.com
@shherrin