Bringing Agility to Marketing - Jenny Williams
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This document discusses how to bring agility to marketing. It advocates adopting an agile, growth hacking mindset that focuses on running experiments to test ideas, measure results, and optimize performance. This approach evolves marketing from a fixed process of determining solutions upfront to an iterative one of continuously developing, prioritizing, and scaling ideas that work. It outlines transforming marketing's structure, strategy, messaging, and technology to be more responsive to insights and customer needs through an agile approach.
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Bringing Agility to Marketing - Jenny Williams
- 1. BRINGING AGILITY TO MARKETING Jenny Williams
- 2. Acquisition Retention Advocacy MARKETING HAS SOME BASIC STRUCTURES BRAND MESSAGES CAMPAIGN MESSAGE AWARE CONSIDER DECISION BUY LOYALTY ADVOCACYUSEENGAGE Is it relevant to me? Should I consider this brand What product is right for me? How do I buy What does my product offer How do I use my product Should I buy more from this brand Would I recommend this brand? TARGETED XSELL/UPSELL COMMS CUSTOMER SERVICE/LOYALTY COMMS PR/SOCIAL
- 3. THE MARKETING PROCESS We do research into customer behaviour We strategize on offers and promotional ideas Agencies respond We brief it We research it We buy the media we put it out there and we wait We watch what happens
- 4. WE TRY TO ANALYSE THE RESULTS LEADS SALES LEADS SALES “Great news leads are down and sales are up” we are delivering a higher quality of leads “Great news, we are now able to deliver a much higher volume of leads. …….there does seem to be a problem with conversation though so you might want to look at that …. and sales are up… we are delivering a higher quality of leads” … cause and effect is not always obvious Week 1 Week 2
- 7. THE MARKETING ECOSYSTEM Market Potential MEDIA SPEND CHANNEL MIX CREATIVE MESSAGING CALL TO ACTION Consumer Sentiment Regulatory Constraints Competitive Media Spend BRAND & PRODUCT OFFER CONVERSION MECHANICS Competitive Products Disrupter Brands Category Share of Wallet
- 8. Structure Strategy Message Technology ELEMENTS IN THE AGILE ECOSYSTEM
- 9. TRANSFORMATIONAL COMPONENTS Structure AGILE THINKING The culture: becoming an insight driven organisation & a data- driven marketing group Ringfence “safe” zones Build agile systems to support decision making Strategy INSIGHT ANALYTICS Organisational strategic initiatives, measurement inputs (brand tracking etc.), psychographic segmentation Message IDEAS Agile creative teams Multiple messaging applied to segmented thinking Technology FLEXIBLE PLATFORMS (AMO+Tube Mogol+ Doubleclick), Campaign optimisation (ACM) Flexible UX/design (AEM) and Adobe Mobile for apps, Insights (Adobe Analytics + Tealeaf) GOAL
- 11. DEFINING THE GOAL Increased channel adoption Improved product design and adoption Improvements in customer experience Increased customer base and reach Increased share of wallet Ad spend optimisation Improved conversion rates Reduced churn GOAL
- 12. Acquisition Retention Advocacy MOMENTS OF TRUTH BRAND MESSAGES CAMPAIGN MESSAGE AWARE CONSIDER DECISION BUY LOYALTY ADVOCACYUSEENGAGE TARGETED XSELL/UPSELL COMMS CUSTOMER SERVICE/LOYALTY COMMS PR/SOCIAL Is it relevant to me? Should I consider this brand What product is right for me? How do I buy What does my product offer How do I use my product Should I buy more from this brand Would I recommend this brand?
- 13. Acquisition Retention Advocacy HIGH VALUE MOMENTS BRAND MESSAGES CAMPAIGN MESSAGE AWARE CONSIDER DECISION BUY LOYALTY ADVOCACYUSEENGAGE TARGETED XSELL/UPSELL COMMS CUSTOMER SERVICE/LOYALTY COMMS PR/SOCIAL Is it relevant to me? Should I consider this brand What product is right for me? How do I buy What does my product offer How do I use my product Should I buy more from this brand Would I recommend this brand?
- 15. Acquisition Retention Advocacy LOOKING FOR OPPORTUNITY BRAND MESSAGES CAMPAIGN MESSAGE AWARE CONSIDER DECISION BUY LOYALTY ADVOCACYUSEENGAGE TARGETED XSELL/UPSELL COMMS CUSTOMER SERVICE/LOYALTY COMMS PR/SOCIAL Is it relevant to me? Should I consider this brand What product is right for me? How do I buy What does my product offer How do I use my product Should I buy more from this brand Would I recommend this brand?
- 16. IDENTIFY AND OPTIMISE HIGH VALUE ACTION
- 17. CRO
- 19. BUILDING MARTECH MATURITY Marketing Transformation Marketing Automation Lead Quality Management, Nurturing and Sales Context Funnel Visibility Attribution and Predictive Tools CRAWL WALK RUN Flexible creative platform CRM, Capture movement, conversion rate optimisation, velocity and aging measurements Live response systems, early warning systems, AB Testing, Marketing automation linked to owned digital media buying Josh Hill Martech maturity model
- 21. THE AGILE MARKETING TRANSFORMATION JOURNEY STRATEGY MESSAGING TECHNOLOGY STRUCTURE CRAWL WALK RUN Strategic and Brand alignment Media and creative adaptability Responsive Dynamic marketing Brand Led Segmentation Driven Individually led (trigger based) Agile Technology platform Analytics capability Marketing automation, internal trading desks, Analytics 360 customer platform, Dynamic optimisation Marketing organisational structure Growth Hacking and experimentation Dynamic daily measurement and optimisation
- 22. DEVELOPING AN AGILE MINDSET FIXED MINDSET • Determine what you think will work • Scope solution thoroughly • Assess total fixed costs • Define end state “upside” • Build a business case • Sell it in • Hope it works GROWTH HACKING MINDSET • Develop a list of ideas • Stress test them • Pick a few that look promising • Run the experiments • Measure and optimise • Scale up what works • Iterate Embrace challenges Persist in the face of setbacks Avoid challenges Give up easily CHALLENGES OBSTACLES
- 24. IDEAS Core team Experiments Manager Experiments Hacker team Experiment Analytics Delivers initial insights on which the experiments are based, Reviews the effectiveness of each experiment, suggest ways to refine it, predicts scale up projections Typically development and UX teams who construct the various executions to test Coordinates experiments, drives prioritisation process, champions the process to the wider organistion
- 25. IN SUMMARY
- 26. EVOLVE YOUR APPROACH OBJECTIVES CHANNELS SEGMENTS ENGAGEMENT WITH OTHER TEAMS CRAWL WALK RUN Awareness, Acquisition, and lead generation PRODUCTS PLATFORMS & TECH Targeting and conversion optimisation Retention and loyalty Focus on digital channels Bring Above the line media into the mix Include Offline experiences Priority segments Expand to all segments Expand to all segments Optimise existing products Expand to include new experimental products Use to test potential products Marketing focus Marketing, IT and Product All of company Adobe AEM, Analytics, Audience Manager, Test & Target, and DTM Adobe Campaign, AMO, CRM Company wide dashboards and visibility of experiments
Notes de l'éditeur
- Crafting an appropriate measurement criteria (statistics can tell all sorts of lies) Learning to see failure as a “win” Taking the human factor into account Staying the course (webchat example) Celebrate and promote the wins