The event included three fantastic speakers, who addressed the topic from different perspectives.
Marketers are facing challenges in rapidly changing environment.
- Marketing changed, but there is no road-map.
- Big data create big opportunities.
- 80% of CMOs believe they will be responsible for the entire customer experience by 2020.
- New concepts, such as “timographic” – prospects’ time available and “when” is the best opportunity of contact
- Business (and marketers) operate in the intersection of Market Uncertainty, Technological Uncertainty and Competitive Volatility.
- Shifting channel effectiveness
- “How many people read iPhone Manual?” – need for intuitive products
Agile philosophy can address fast changing environment. However, not all marketing needs can be packaged into the framework; we can use “scrum, but” – “take the best and throw away the rest.”
Agile marketing isn’t about working more or faster. It is about better allocating your time and energy into activities that produce results.
Sometimes, agile teams try to move too fast and miss considerations and requirements in the planning stage of the projects, what results in rework. It is not a fault of the methodology – “you don’t give away long-term planning, you adapt to it in a different way.” Planning still exists – though it is a discussion rather than a document on the shelf.
Agile marketing is not about eliminating long term plans. It is about implementing long term plans in a way that is more responsive and adaptive.
Book to check: Exponential Influence: Designing Digital Habits That Engage Distracted Customers. The author, Adrian C. Ott, was one of the presenters of the event. Excellent presenter – thoughtful ideas.