Posts tagged with Agile Marketing

What is agile marketing and why do you need it?

“What the heck was that? It happened so fast!"

A pop-culture news-story just blew up on Twitter whilst I was idly colouring in the boxes of The Guardian cryptic crossword.

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Three real-time marketing case studies from Southeast Asia

Today's ‘always-on’ customers have new real-time expectations, so real-time marketing has never been more necessary.

Thankfully emerging digital marketing technologies and platforms offer an opportunity that was never before possible with traditional marketing.

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The context of digital transformation: structures, skills & more

Digital transformation is now firmly on the agenda for many marketers and the businesses they work for.

However, it’s not an easy process and implementation differs massively between businesses and industries.

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Marketing in the 'stream'

Earlier this year Evan Spiegel, CEO of Snapchat, gave a keynote address where he talked about three characteristics of the era we’re living in: internet everywhere, fast and easy media creation and ephemerality.

Snapchat is particularly known for the third of those, of course; the evaporating selfie, capturing a ‘moment of me, now’ has become an incredibly popular form of self-expression.

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How AO.com owned Black Friday with agile marketing

We like agile marketing here at Econsultancy. It's a sign that an organisation has the right setup, as it can react quickly and take advantage of situations. 

It's also often very clever and / or amusing

Here's another example from Black Friday. Seeing that rivals' sites were suffering under unexpected levels of traffic, AO.com saw an opportunity. 

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airbnb logo

A lesson in agile marketing from Airbnb and Waterstones

Everyone loves a heartwarming tale of brands spinning potentially negative news into a huge PR win.

We saw it earlier this year when TrekAmerica jumped on the hashtag #GiveGregAHoliday and scored a huge amount of press coverage for zero investment.

And now this week Waterstones and Airbnb have given us all a lesson in agile marketing after seeing an opportunity for PR gold when a Texan man got locked inside one of the former’s London bookshops.

Read on to find out what happened, or for more on this topic read our post on 23 nimble examples of agile marketing from ecommerce brands.

And to hear more from Airbnb come along to Econsultancy's Festival of Marketing in November. It's a two-day celebration of the modern marketing industry, featuring speakers from brands including Airbnb, LEGO, Tesco, Barclays, FT.com and more.

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B2B real time front cover

What does real-time marketing mean for B2B?

Real-time marketing works.

Let me make an addition to that rather bold affirmation. Real-time marketing works for B2C companies. Really well.

But what of B2B companies? Is real-time just a pipe-dream? A strategy only successful if left to the trendier agile brands that have an ever-growing and content hungry audience of Twitter followers?

In our brand new B2B Real-Time Marketing Report, in association with Monetate, we reveal the current state of play for B2B real-time marketing, uncovering insights that perhaps challenge our preconceptions of the importance of real-time for B2B. 

For instance, the fact that 65% of B2B companies are carrying out some form of real-time marketing, and that 87% agree that ‘real-time marketing is essential as behaviour, device, place and time come together’.

In our full report you will find research highlighting how business buyers define their needs in an always-on world. As well as the benefits to real-time marketing and the challenges. 

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IBM on its agile marketing strategy: the theory and the practice

I have written a lot about the opportunities of adopting an agile marketing approach.

However, it is quite hard to find many examples of this being practiced yet, particularly at any kind of scale, and even more particularly by organisations that are not start-ups. IBM is one such example and it is great to see B2B marketing leading the way here. 

Ben Edwards is VP, Global Communications & Digital Marketing at IBM. He leads the company's global communications function, global advertising & media, brand strategy & design, digital strategy and IBM Marketing Labs.

Following is a transcript of an interview I did with him to understand IBM's thinking around agile marketing and how this is playing out in practice. 

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Five strategies for agile marketing

While some may cringe at the word, we all know we need to be more agile.

Econsultancy recently hosted a roundtable event on Digital Transformation.

The following were five strategies put forward by attendees for becoming a more agile marketing organisation...

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Why the noise about agile marketing?

The advent of mobile technologies and an ever-increasing number of customer touchpoints have had a drastic impact on how businesses interact with their customers.

Marketers no longer have the luxury of spending months working on a single campaign or project, and must instead innovate and respond quickly to evolving customer needs.

As a result, many businesses have adopted the concept of agility that’s more commonly associated with software development. This allows them to place a greater focus on the consumer and revenue goals rather than sticking rigidly to a pre-defined marketing plan.

This is a strategy that's discussed in the new Econsultancy Top 100 Digital Agencies Report, and one that I'll investigate in further detail in this article.

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The Guardian's agile processes showcase digital best practice

Digital has changed our world. The web has transformed the way we gather information, make purchases and carry out daily tasks.

Social media is altering the way we interact with friends and even the nature of society as a whole. And mobile has nurtured the 24/7, always on culture.

Organisations are scrambling to adapt to this new reality. Some businesses have been too slow and digital has forced them to close their doors. HMV, Tower records, Kodak and Blockbusters are all high-profile victims of the digital revolution.

But some organisations are making the transition, even in sectors harmed by the arrival of digital. One such organisation is the Guardian newspaper.

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23 nimble examples of agile marketing from ecommerce brands

For those of you who were following the saga of #GiveGregTheHoliday last week, you’ll be well aware of the power of agile marketing, Twitter and free holidays to Las Vegas.

The brands that leapt on the hashtag swiftly and with the most relevance, enjoyed a huge increase in promotion, brand awareness and a positive upswing in perception.

TrekAmerica would see its gift of a holiday to Vegas covered everywhere from BBC News, Mail Online, Buzzfeed to NPR, complete with embedded link to its Twitter page. 

The initial tweet was retweeted 245 times and TrekAmerica picked up roughly 600 followers over the next few days.

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