Why Agile Marketing is the way to approach Hispanic (social media) marketing. From Hispanicize 2013 presentation in Miami, FL (April 2013)

1. Agile Marketing
The Key To Effective Hispanic Social Marketing
Hispanicize 2013
2013April 11,

2. 2I’ve been working in advertising for the last 14
years
My background :
– Web / tech / geekiness
– Strategy consulting
– Economics
I sort of stumbled into this business…
Jose

3. 3
… and I’m one of the few people you’ll meet
that runs an ad agency that never worked in
advertising before.

4. 4
“The curious task of
economics is to demonstrate
to men how little they really
know about what they
imagine they can design.”
- F.A. Hayek

5. 5
My philosophy about marketing….
We think we know more than we do about
what will work and what won’t.
Economics meets Marketing?

6. Our challenge

7. 7
The world is
changing faster than
we can keep up with
it.

8. 8
We’re living in the “wild west” of marketing

9. 9
The Hispanic market
is changing even
faster

10. 10
Hispanic marketing is that rowdy saloon in
the wildest part of the West…

11. 11
Population growth
Bicultural
Digital

12. 12
Yet we’re failing…

13. Our method is the madness…

14. 14
Most of us are approaching marketing
incorrectly

15. 15
Spending too much
time “planning”

16. 16
Worshiping the false
god of market
research

17. 17
Market research is not what it used to be…

18. 18
Obsessed with the
“big launch”

19. 19Waterfall / Sequential-Predictive

20. Introducing Agile…

21. 21Agile Methodology
• Approach to software development
• Flexible alternative to traditional or “Waterfall” methodology
– which attempts to identify every requirement of the project before any design or
coding occurs
• Agile helps teams respond to the unpredictability of building
software through incremental, iterative work cadences,
known as sprints.
– By focusing on the repetition of abbreviated work cycles, agile methodology
could be described as “iterative” and “incremental.”

22. 22Agile “Nuts & Bolts”

23. 23
Agile-based website planning and
development process.
It’s only real if you build it.

24. 24Benefits of Agile
Getting what you want vs. knowing what you want
Waterfall Agile

25. Agile Marketing Model

26. 26What is Agile Marketing?
• Takes its inspiration from the Agile
software development methodology
• Avoids the “big leap” approach and
“marketing lottery” paradigm
– whereby a few initiatives win while the majority
lose
• Agile replaces "big leaps" with
continuous mini-steps comprised of
ongoing "test-learn-commit" loops

27. 27
stresses speed to
market and
rapid iteration

28. 28
Embraces ignorance

29. 29
documentation and assumptions are
replaced with living programs and actual
results (and data)

30. 30
near instant feedback
relatively inexpensive
allows for easy testing and
learning
Why Agile is Perfect for Social
Media

31. Applying Agile to Hispanic
Marketing

32. 32
How Agile is perfect for Hispanic marketing
(more broadly)

33. 33
Perfect for Hispanic
marketing newbies

34. 34
Figuring out your “Right
Spend” for Hispanic

35. 35
Not for everyone

36. Agile Marketing Manifesto

37. 37Agile Manifesto
• Validated learning over research and planning
• Iterative campaigns over Big-Bang launches
• Flexible vs. rigid planning
• Responding to change over following a plan
• Many small experiments over a few large bets

38. 38
@jrvilla
www.linkedin.com/in/josevilla
www.thinkmulticultural.com
Thank you
www.slideshare.net/sensisagency/HispzAgile