Creating An Agile Marketing Framework
Mar 14, 2016
The speed of change in marketplaces—the ever-expanding mix of channels in which people can find information and guidance about products and offerings they need—is growing exponentially. And that speed is making traditional marketing plans useless, as they are out of date before acted on. So marketers are trying to become more agile in their marketing; witness the many brands like Red Bull, Marriott and Adidas who are creating internal media teams to create more powerful content, more rapidly.
But for all the case studies extolling the power of creating a media team, usually composed of an internal team and specialized agency partners, there’s very little detailing what goes into bringing that brand media company to life. What is the methodology to allow marketing to feel more like journalism?
One approach we’re exploring is to create an “Agile Marketing Framework.” An introduction to that methodology is in the presentation below…
There’s plenty more to come. (Notice the “Version 1” on the title slide…) Meaning if people and channels and marketplaces are constantly evolving, then we (as marketers) have to think of all our methodologies as “perpetually in beta.” So as we apply methodologies and get data on performance, we’ll learn, adjust and update.
Also meaning that this is just the basics of the framework. We’ll continue to explore these facets, and share the tools and examples of how they work in the real world.
Watching TV as a kid, I used to run to the bathroom during the shows so I could make it back for the commercials. Those days launched me down a path that included layout and writing for the college paper; communications strategy for political campaigns; marketing strategy and graphic design for Gensler (a global design and architecture firm); and the implementation of new programming, animation and design techniques for Centerline. Today I specialize in content marketing strategy and building digital deliverables to execute those strategies. But it’s about more than just creating killer digital content. At Centerline, we help clients succeed in the digital marketplace using a three-pronged approach: strategic (message creation, brand strategy), tactical (design, development), and analytical (measurement and adaptation). This experience-tested approach allows me to build campaigns that are both well-designed and effective for clients like IBM, GE and National Instruments.