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Death of a Marketer: Modern Marketing's Troubled Past and a New Approach to Change the Future

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Historical marketing stories that point toward marketing's inevitable Agile evolution, as shared with the Boston Agile Marketing Meetup.

Publicada em: Marketing
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Death of a Marketer: Modern Marketing's Troubled Past and a New Approach to Change the Future

  1. 1. @andreafryrear | #agilemarketing Deathof a Marketer TheAgileMarketer.net Modern marketing’s troubled past and a new approach to change the future.
  2. 2. @andreafryrear | #bizagility17 Meet Leonard Shelby. His memory resets every 5 minutes. Sound familiar? In Memento, his past is a mystery, and viewers uncover it with him.
  3. 3. Ok, so...what am I doing? @andreafryrear | #agilemarketing
  4. 4. @andreafryrear | #agilemarketing
  5. 5. @andreafryrear | #agilemarketing How Stressed Are Marketers? Source: Workfront Marketers Stress Report
  6. 6. @andreafryrear | #agilemarketing
  7. 7. @andreafryrear | #agilemarketing Let’s Play Find the Pattern Source: Workfront Marketers Stress Report
  8. 8. @andreafryrear | #agilemarketing
  9. 9. @andreafryrear | #agilemarketing New Game: Date That Quote “Trustworthy brands are honest and transparent. They don't lie about who they are, what they are made of or how they manufacture. Transparency about their products and their values is what defines them.”
  10. 10. @andreafryrear | #agilemarketing New Game: Date That Quote “Trustworthy brands are honest and transparent. They don't lie about who they are, what they are made of or how they manufacture. Transparency about their products and their values is what defines them.” 2017
  11. 11. @andreafryrear | #agilemarketing New Game: Date That Quote “The real suggestion to convey is that the man manufacturing the product is an honest man, and that the product is an honest product, to be preferred above all others.”
  12. 12. @andreafryrear | #agilemarketing New Game: Date That Quote “The real suggestion to convey is that the man manufacturing the product is an honest man, and that the product is an honest product, to be preferred above all others.” 1915
  13. 13. @andreafryrear | #agilemarketing
  14. 14. @andreafryrear | #agilemarketing “The story of advertising in the 1960s was, more than ever, the story of its people: and the people did change. In the previous decade, someone like Rosser Reeves might create ads that bore no resemblance to his own personality. Now, in the sixties, gray-flannel anonymity gave way to personal expression.” - Stephen Fox, The Mirror Makers
  15. 15. @andreafryrear | #agilemarketing What’s Our Story?
  16. 16. @andreafryrear | #agilemarketing Influencer Marketing 150 Years Ago
  17. 17. @andreafryrear | #agilemarketing I could sell pottery outside of my village! Things can be pretty AND work well.
  18. 18. @andreafryrear | #agilemarketing If royalty used my pottery...
  19. 19. @andreafryrear | #agilemarketing If royalty used my pottery... ...lowly peasants would buy more.
  20. 20. @andreafryrear | #agilemarketing Ye Olde Influencer Marketing Plan Create free breakfast set for Queen Charlotte. Cross fingers. Pray.
  21. 21. @andreafryrear | #agilemarketing Ye Olde Influencer Marketing Plan Create free breakfast set for Queen Charlotte. Cross fingers. Pray. Label new tea service “Queens Ware” Display in public shop window $$$$$
  22. 22. @andreafryrear | #agilemarketing Ye Olde Influencer Marketing Plan 2.0 Send pottery samples to approx. 1,000 wealthy Germans Wait. $$$$$
  23. 23. @andreafryrear | #agilemarketing
  24. 24. @andreafryrear | #agilemarketing
  25. 25. @andreafryrear | #agilemarketing
  26. 26. @andreafryrear | #agilemarketing
  27. 27. @andreafryrear | #agilemarketing
  28. 28. @andreafryrear | #agilemarketing
  29. 29. @andreafryrear | #agilemarketing
  30. 30. @andreafryrear | #agilemarketing
  31. 31. @andreafryrear | #agilemarketing
  32. 32. @andreafryrear | #agilemarketing
  33. 33. @andreafryrear | #agilemarketing
  34. 34. Customer Experience @andreafryrear | #agilemarketing
  35. 35. Customer Experience = Marketing @andreafryrear | #agilemarketing
  36. 36. @andreafryrear | #agilemarketing
  37. 37. 1. World War C 2. The Audience 3. Sanity @andreafryrear | #agilemarketing
  38. 38. 80% “Not very impressed” with marketing’s work @andreafryrear | #agilemarketing
  39. 39. 73% Marketers lack business credibility, can’t demonstrate how they grow the business @andreafryrear | #agilemarketing
  40. 40. 77% See disconnect between marketers’ talk and the results that matter to CEOs @andreafryrear | #agilemarketing
  41. 41. 66% Of readers have felt deceived upon realizing content was sponsored by a brand. @andreafryrear | #agilemarketing
  42. 42. 92% Of consumers trust recommendations from friends & family above advertising @andreafryrear | #agilemarketing
  43. 43. 52% → 22% From 1997 to 2008, % of brands in which consumers have a high level of confidence. @andreafryrear | #agilemarketing
  44. 44. 45.9 Average # of hours marketers work each week @andreafryrear | #agilemarketing
  45. 45. 98% Of marketers experience conflict with other teams. @andreafryrear | #agilemarketing
  46. 46. 54% Of marketers take less than 30 mins for lunch @andreafryrear | #agilemarketing
  47. 47. 94% of business problems originate from processes, not people. - W. Edwards Deming
  48. 48. 87% Of Agile marketers become more productive @andreafryrear | #agilemarketing
  49. 49. 80% Better prioritize the things that matter. @andreafryrear | #agilemarketing
  50. 50. 93% Get campaigns to market faster @andreafryrear | #agilemarketing
  51. 51. Benefits of Agile Marketing Source: Wrike State of Agile Marketing Report 2016
  52. 52. ???? @andreafryrear | #bizagility2017
  53. 53. @andreafryrear | #bizagility17 24% Lack of training/knowledge 18% Current approach works well enough 12% Mgmnt doesn’t see the value 11% Not enough time to try it 10% Not willing to try new approaches 9% Don’t have the right tools 8% Don’t have champion to lead 5% Already done it 4% Don’t know What stops your team from more completely implementing an Agile approach? Source: Wrike State of Agile Marketing Report 2016
  54. 54. @andreafryrear | #bizagility17 Source: Workfront Agile Marketing Report 2016 What barriers or challenges do you encounter within your department? 11% Already use agile; no challenges 43% I/my team doesn’t know what Agile is or how it works 29% We don’t have an internal expert to train/implement 11% Getting buy-in from my team 17% Getting buy-in from leadership 18% Lack of the right tools 19% Getting over the learning curve 15% We prefer to execute against a long-term plan
  55. 55. @andreafryrear | #agilemarketing Agile IT Methodologies
  56. 56. Agile Marketing Methodologies Source: Wrike State of Agile Marketing Report 2016
  57. 57. @andreafryrear | #agilemarketing
  58. 58. For more... bit.ly/agile-buffet andrea@theagilemarketer.net @andreafryrear @andreafryrear | #agilemarketing

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