Bringing agility into marketing adobe symposium

BRINGING AGILITYTO MARKETING

Jenny Williams

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

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

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

MEET SNOWFLAKE

MY GARDEN ECOSYSTEM

THE MARKETING ECOSYSTEM

Market Potential

MEDIASPEND

CHANNELMIX

CREATIVEMESSAGING

CALL TOACTION Consumer

Sentiment

Regulatory Constraints

CompetitiveMedia Spend

BRAND &PRODUCT

OFFER

CONVERSIONMECHANICS

Competitive Products

Disrupter Brands

Category Share of Wallet

Structure

Strategy

Message Technology

ELEMENTS IN THE AGILE ECOSYSTEM

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 ANALYTICSOrganisational strategic initiatives,

measurement inputs (brand tracking

etc.), psychographic segmentation

Message

IDEASAgile 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


Structure

AGILE THINKING

Strategy

INSIGHT ANALYTICS

Message

IDEAS

Technology

FLEXIBLE PLATFORMS

Strategy

INSIGHT ANALYTICS

GOAL

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

Acquisition

Retention

Advocacy

MOMENTS OF TRUTH

BRAND MESSAGES

CAMPAIGN MESSAGE




PR/SOCIAL








Acquisition

Retention

Advocacy

HIGH VALUE MOMENTS

BRAND MESSAGES

CAMPAIGN MESSAGE




PR/SOCIAL








Structure

AGILE THINKING

Strategy

INSIGHT ANALYTICS

Message

IDEAS

Technology

FLEXIBLE PLATFORMS


Message

IDEAS GOAL

Acquisition

Retention

Advocacy

LOOKING FOR OPPORTUNITY

BRAND MESSAGES

CAMPAIGN MESSAGE




PR/SOCIAL








IDENTIFY AND OPTIMISE HIGH VALUE ACTION

CRO

Structure

AGILE THINKING

Strategy

INSIGHT ANALYTICS

Message

IDEAS

Technology

FLEXIBLE PLATFORMS


Technology

FLEXIBLE PLATFORMS

GOAL

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

Strategy

INSIGHT ANALYTICS

Message

IDEAS

Technology

FLEXIBLE PLATFORMS


GOAL

StructureAGILE

THINKING

THE AGILE MARKETINGTRANSFORMATION 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

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 theface of setbacks

Avoid challenges

Give up easily

CHALLENGES

OBSTACLES

THE PROCESS

IDEAS

TEST

PRIORITIZEOPTIMISE

ANALYSE

SCALE UP

REJECT

IDEASCore team

ExperimentsManager

ExperimentsHacker team

ExperimentAnalytics

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

IN SUMMARY

EVOLVE YOUR APPROACH

OBJECTIVES

CHANNELS

SEGMENTS

ENGAGEMENT WITH OTHER TEAMS

CRAWLWALK

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

THANKYOU

JENNY [email protected]