agile digital marketing

Agile Digital Marketing …

… thoughts and a recent Barclays case study

Oct 25th 2012

Julian Brewer

Agile digital marketing approach

How can we create a rigid marketing plan for 12 or 24 months when things change so quickly? In launch and ‘start up’ mode we require an ‘agile marketing plan’:

•A short living document less than 4 pages long (ideally less)

•Looks no more than a six month into the future, one to three months if appropriate

•Clearly articulates target markets and customers

•States specific, measurable goals

•When planning to acquire customers, focuses on our unique buyer’s needs and their journey not on our ‘sales funnel’

•Allocates a majority of the budget to proven programs (if and when we know them)

•Invests some resources to testing new, speculative media

•Acts and reacts real-time in the digital space

•Is based on learning’s as it progresses, outcomes driven (i.e. testing, optimisation programs, analytics & B.I.)

“But if you have no objective, then any measurement will do … “

Agile Digital marketing continuous improvement

5

Marketer & machine need to be a team

6

Barclays 2011/12 ISA case study….

7

Web marketers now look at converting their existing web traffic through better contextual

targeting and engaging UX. The

website itself becomes the agile listening post &

persuasive marketing tool.

The front door … is a major listening post

8

Deep linking builds more knowledge …

9

Building the picture …

10

Feeding the model …

11

Know your customer …

12

13

Proportion of visitor base we hold data for

Pre

dict

ive

qual

ity o

f dat

a

Automated

Rules based

14

The use of time based data changes everything … agile imperative

15

Data around

the eventAfterBefore

Feeding the rules through analysis …

16

17

Think about great sales people and what do they do that’s so

magical. Firstly they listen and then treat each of their

customer’s as individuals and cater to their

unique and changing needs

Highly engaged ISA customers who visited the homepage

18

Personal home page – carousel lock targeted audience

19

Optimising the full journey (including offline)

20

“Barclays Mortgages”

Feeding insight both ways …

21

22

If you’ve enjoyed listening or would like to get in

touch ..

07598 261665

01732 454014

Julian.brewer@sky.com