Agile Marketing: What It Takes To Be Agile
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The document discusses the importance of adopting agile marketing practices to enhance collaboration between clients and creative teams, addressing common disconnects and miscommunications. It outlines key values of agile marketing, such as flexibility, iterative processes, and data-driven decisions, while highlighting a case study that exemplifies successful implementation. The conclusion emphasizes that while transitioning to agile marketing may be slow, the benefits include improved relationships, streamlined workflows, and higher quality outcomes.
Agile Marketing: What It Takes To Be Agile
- 1. What It Takes To Be AGILE In Marketing
- 2. To be Agile, or Not to be Agile…in Marketing. That is the Question.
- 3. The Problem Disconnect between client/primary stakeholder and creative/production lead - End deliverable doesn’t align to client expectations - Creatives don’t understand what client really wants Client vs. Creatives 2017 AGILE MARKETING 3
- 4. The Cause Lack of information, communication, & limitations with the speed of development - Client: “agency doesn’t understand environment & challenges” - Agency: “lack of proper communication of needs” He said, She said. 2017 AGILE MARKETING 4
- 5. The Result - Settling on a final product that isn’t optimal because time’s run out - Strained relationship, growing tension, and growing frustration, on both sides Settling for Less 2017 AGILE MARKETING 3
- 6. The Solution - Alignment around the business context from start to finish - Efficiency and velocity in the creative process - An ability to dynamically pivot lowering risk The Agile Approach 2017 AGILE MARKETING 3
- 7. What is Agile Marketing?
- 8. Agile Marketing A test and learn mindset as well as collaborative process. The notion of breaking up a longer process, such as developing a campaign or creative asset, into smaller, bite-sized pieces. Each segment is then tested, evaluated and worked on across teams in iterative sprints until completion.
- 9. Agile Iteration PHOTO GOES HERE, DELETE COLOR BOX PROCESS 1 PROCESS 2 PROCESS 3 2017 AGILE MARKETING 3
- 10. 6 Core Values of Agile Marketing 1. Responding to change over following a plan 2. Rapid iterations over Big-Bang campaigns 3. Testing and data over opinions and conventions 4. Many small experiments over a few large bets 5. Individuals and interactions over one size fits all 6. Collaboration over silos and hierarchy Source: AgileMarketing.net
- 11. How Does My Marketing Process Become Agile?
- 12. What It Takes to Be Agile GOAL DEFINITION Clear definition of your core stakeholders. ● Who are the change agents who will implement the agile mentality? ● Do they represent the major functions? They need to be involved and committed throughout the entire process. VISION ALIGNMENT Stakeholder alignment on the goals, objectives and target audience from the start across the key stakeholders. It simply won’t work unless everyone is on the same page. COLLABORATION & COMMUNICATION Emphasis on a collaborative working relationship vs. a hierarchical/dictatorial one. You will need to grow accustomed to frequent, brief meetings where decision-making is carried out by all involved parties. 2017 AGILE MARKETING 3
- 13. What It Takes to Be Agile TEST AND LEARN An understanding that it’s all data, not opinions or perspectives. Ongoing focus in obtaining target audience feedback throughout the process. Determine if your audience is responding in the way you want them to so you can make valuable changes early and often. CONSTANT ADAPTATION Openness to change and a mindset of always adapting. Just like in agile development. Things are never done; it’s a continuous cycle that approaches but never reaches perfection. ITERATION A mentality of ongoing iterative changes to evolve and improve the end outcome. No more Big Bang campaigns or spray-and-pray tactics. 2017 AGILE MARKETING 3
- 14. Case Study
- 15. Video Production via Agile Marketing CLIENT 3Pillar, software development company CHALLENGE Capturing the essence of who they are, what they do and how they do it. Critically important to showcase but wasn’t being fully brought to life in just text and visuals. 2017 AGILE MARKETING 3
- 16. Video Production via Agile Marketing OBJECTIVE To collaboratively create a new approach and format to: 1) Communicate how they have been successful in servicing their clients 2) Get this out to market quickly SOLUTION Create a comprehensive case study video series 2017 AGILE MARKETING 3
- 17. Video Production via Agile Marketing APPROACH 1. Identifying The Opportunity • After several iterations of script and an exploration of one animation technique after agreeing on ‘approved’ script, collectively saw that the narrative (and this type of execution) wasn’t hitting the mark • Needed to be agile - marry visual development and copy development in parallel to really get at the heart of what makes their process unique 2017 AGILE MARKETING 3
- 18. Video Production via Agile Marketing APPROACH 2. Applying Agile Marketing Process • Applied agile principles of collaboratively of testing, learning, and iterating • Developed hand-written sketches against the content to determine gaps and opportunities • Posted sketches on a conference room wall to visualize flow of storyboard 202017 AGILE MARKETING
- 19. Video Production via Agile Marketing APPROACH 2. Applying Agile Marketing Process • One series of sketches resulted in several iterations of the visual storyline • Teams met 2x/week with key stakeholders to work through the narrative together and to nail down the right sequence • Started to design and develop low-fi designs based on style template 3Pillar had already been using October 17, 2016 PRESENTATION TEMPLATE 21
- 20. Video Production via Agile Marketing APPROACH 3. Optimizing The Approach • Continued to iterate in a sequence of agile marketing sprints • In rapid time, developed, optimized and pieced together other elements of the videos (voiceover & audio, balancing tone, tempo, visual execution, and content) • Identified core visuals that were important to convey across any story, in turn enabled us to build library of assets for future case studies October 17, 2016 PRESENTATION TEMPLATE 22
- 22. Client Feedback “It was definitely nice to see things come to life in a different way than they had before...And it was fun to be a part of it too and to have the ability to shape things as it went on...It helped that we met face-to-face twice every week and went through everything. I think that was certainly something that was different than our usual way of working on something where you usually ask a few questions, go off and write something, then wait for the reaction. I think people need to realize there’s an element of them getting in the trenches and rolling up their sleeves and doing some of the actual work to really get what they want. If it’s going to be a collaborative process it needs to be a collaborative process.” 3PILLAR GLOBAL
- 23. Conclusion
- 24. Apply Agile Methodology Today Slow process to fully adopt but worth the time investment - Better working relationship between clients and creative - More streamlined and productive workflow - More efficient operations - Higher quality deliverables - Better experiences for end users 2017 AGILE MARKETING 3