2012 introduction to valtech agile marketing english
DESCRIPTION
Agile Marketing™: the end of traditional marketingTRANSCRIPT
The New Imperative
Laura Guillemin, Valtech
Plan
Create
Publish
Assess
Time
Campaign #1
Three-year marketing plan
Agile Marketing™: the end of traditional marketing
Plan
Create
Publish
Assess
Plan
Create
Publish
Assess
Plan
Create
Campaign #2 Campaign #3 Campaign #4
Agile Marketing™
is Marketing for the XXIst century
Agile Marketing™: definition
The environment has grown
increasingly technological, complex,
accelerated…and uncertain
The consumer is connected, mobile,
social, demanding and volatile.
Brand communication paradigm
needs to evolve to remain relevant.
Marketing faces numerous challenges
to survive in this environment and
address this new consumer: consistent
multichannel presence, relevance,
responsiveness.
In order to seize the digital opportunity, Marketing needs to become Agile.
Agile Marketing™: the new imperative.
•Customer Responsive Platform™:
Agile content & multichannel
campaign management, from the
designer to the publisher, based on
brand assets centralization (digital
publishing)
•Digital Analytics: Agile data-driven
marketing initiatives, for more
relevance to the consumer and more
ROI for the marketer.
•Organization and Gouvernance: Agile
marketing project management,
responsiveness and performance-
driven, through more cross-functional
collaboration and adaptation to
feedback.
Reduced Time-to-Market for
campaigns and marketing actions,
thanks to faster execution
Multichannel presence while protecting
brand consistency and avoiding
fragmentation
Real-time responsiveness to
customer feedback, competitors and
new market trends
Relevance at the same time personal,
behavioral and contextual, for the
consumer, at every touchpoint with the
brand
Measure of ROI of marketing actions, by
channel and by campaign, for a
performance-driven strategy
Valtech© 2012
Thank you