death of a marketer: modern marketing's troubled past and a new approach to change the future
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@andreafryrear | #agilemarketing
Death of a
MarketerTheAgileMarketer.net
Modern marketing’s troubled past and a new approach to change the future.
@andreafryrear | #bizagility17
Meet Leonard Shelby.
His memory resets every 5 minutes.
Sound familiar?
In Memento, his past is a mystery, and viewers uncover it with him.
Ok, so...what am I doing?
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
How Stressed Are Marketers?
Source: Workfront Marketers Stress Report
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
Let’s Play Find the Pattern
Source: Workfront Marketers Stress Report
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
New Game: Date That Quote“Trustworthy brands are honest and transparent. They don't lie about who they are, what they are made of or how they manufacture. Transparency about their products and their values is what defines them.”
@andreafryrear | #agilemarketing
New Game: Date That Quote“Trustworthy brands are honest and transparent. They don't lie about who they are, what they are made of or how they manufacture. Transparency about their products and their values is what defines them.”
2017
@andreafryrear | #agilemarketing
New Game: Date That Quote“The real suggestion to convey is that the man manufacturing the product is an honest man, and that the product is an honest product, to be preferred above all others.”
@andreafryrear | #agilemarketing
New Game: Date That Quote“The real suggestion to convey is that the man manufacturing the product is an honest man, and that the product is an honest product, to be preferred above all others.”
1915
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
“The story of advertising in the 1960s was, more than ever, the story of its people: and the people did change. In the previous decade, someone like Rosser Reeves might create ads that bore no resemblance to his own personality. Now, in the sixties, gray-flannel anonymity gave way to personal expression.”
- Stephen Fox, The Mirror Makers
@andreafryrear | #agilemarketing
What’s Our Story?
@andreafryrear | #agilemarketing
Influencer Marketing 150 Years Ago
@andreafryrear | #agilemarketing
I could sell pottery
outside of my village!
Things can be pretty
AND work well.
@andreafryrear | #agilemarketing
If royalty used my
pottery...
@andreafryrear | #agilemarketing
If royalty used my
pottery...
...lowly peasants
would buy more.
@andreafryrear | #agilemarketing
Ye Olde Influencer Marketing PlanCreate free breakfast set for Queen Charlotte.Cross fingers. Pray.
@andreafryrear | #agilemarketing
Ye Olde Influencer Marketing PlanCreate free breakfast set for Queen Charlotte.Cross fingers. Pray.
Label new tea service
“Queens Ware”
Display in public shop window
$$$$$
@andreafryrear | #agilemarketing
Ye Olde Influencer Marketing Plan 2.0Send pottery samples to approx. 1,000 wealthy Germans Wait. $$$$$
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
Customer Experience
@andreafryrear | #agilemarketing
Customer Experience=
Marketing@andreafryrear | #agilemarketing
@andreafryrear | #agilemarketing
1. World War C2. The Audience3. Sanity
@andreafryrear | #agilemarketing
80% “Not very impressed” with marketing’s
work
@andreafryrear | #agilemarketing
73% Marketers lack business credibility, can’t
demonstrate how they grow the business
@andreafryrear | #agilemarketing
77% See disconnect between marketers’ talk and
the results that matter to CEOs
@andreafryrear | #agilemarketing
66% Of readers have felt deceived upon realizing
content was sponsored by a brand.
@andreafryrear | #agilemarketing
92% Of consumers trust recommendations from
friends & family above advertising
@andreafryrear | #agilemarketing
52% → 22% From 1997 to 2008, % of brands in which
consumers have a high level of confidence.
@andreafryrear | #agilemarketing
45.9 Average # of hours marketers work each
week
@andreafryrear | #agilemarketing
98%Of marketers experience conflict with other
teams.
@andreafryrear | #agilemarketing
54%Of marketers take less than 30 mins for
lunch
@andreafryrear | #agilemarketing
94% of business problems originate from processes, not people.
- W. Edwards Deming
87%Of Agile marketers become more
productive
@andreafryrear | #agilemarketing
80%Better prioritize the things that matter.
@andreafryrear | #agilemarketing
93%Get campaigns to market faster
@andreafryrear | #agilemarketing
Benefits of Agile Marketing
Source: Wrike State of Agile Marketing Report 2016
????@andreafryrear | #bizagility2017
@andreafryrear | #bizagility17
24% Lack of training/knowledge
18% Current approach works well enough
12% Mgmnt doesn’t see the value
11% Not enough time to try it
10% Not willing to try new approaches
9% Don’t have the right tools
8% Don’t have champion to lead
5% Already done it
4% Don’t know
What stops your team from more completely implementing an Agile approach?
Source: Wrike State of Agile Marketing Report 2016
@andreafryrear | #bizagility17Source: Workfront Agile Marketing Report 2016
What barriers or challenges do you encounter within your department?
11% Already use agile; no challenges
43% I/my team doesn’t know what Agile is or how it works
29% We don’t have an internal expert to train/implement
11% Getting buy-in from my team
17% Getting buy-in from leadership
18% Lack of the right tools
19% Getting over the learning curve
15% We prefer to execute against a long-term plan
@andreafryrear | #agilemarketing
Agile IT Methodologies
Agile Marketing Methodologies
Source: Wrike State of Agile Marketing Report 2016
@andreafryrear | #agilemarketing
For more...bit.ly/agile-buffet
andrea@theagilemarketer.net
@andreafryrear
@andreafryrear | #agilemarketing
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