Introduction to valtech agile marketing (English) Agile Marketing™: the new imperative Laura Guillemin, Digital Insight Lead, Valtech laura.guillemin@valtech.fr Agile Day 2012 Valtech

1. The New Imperative
Laura Guillemin, Valtech

2. Agile Marketing™: the end of traditional marketing
Three-year marketing plan
Campaign #1 Campaign #2 Campaign #3 Campaign #4
Plan Plan Plan Plan
Create Create Create Create
Publish Publish Publish
Assess Assess Assess
Time

3. Agile Marketing™
is
Marketing for the XXIst century
Agile Marketing™: definition

4. 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.

5. In order to seize the digital opportunity,
Marketing needs to become Agile.
Agile Marketing™: the new imperative.

6. •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.

7. 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

8. Valtech© 2012

9. Thank you