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

Thank you!

Eric Sangerma

esangerma@webagecorp.com www.ericsangerma.com www.twitter.com/ericsangerma