Agile Marketing TM : The New Imperative Event Marketing Digital 2012 For both consumers and business, the world is speeding up, more uncertain and more technology-based than ever before. The customer journey has become increasingly sinuous, winding back and forth from online to in-store, from individual to social, from static to mobile. In trying to keep up with these changes and manage complexity, brands are faced with new challenges that traditional marketing cannot meet. We are reaching the limits of yesterday’s mass media communications—television, radio and print—and are in the midst of a paradigm shift brought on by digital technologies and the emergence of new digital marketing opportunities. This new paradigm calls for a new approach to marketing. How to rethink marketing in the digital age? How to create, equip and organize marketing teams for meeting the needs of the new digital consumer in a rapidly changing world? How to seize the digital marketing opportunity and provide consumers with the experiences and services they have come to expect? How to reorganize marketing teams so that they can take full advantage of the benefits of digital technologies? How to effectively reconcile marketing with performance and accountability? Laura Guillemin, Digital Insight Lead, Valtech laura.guillemin@valtech.fr

1. The New Imperative
Laura Guillemin, Valtech
Digital Marketing Conference, 2012

2. Agile Marketing™ is a radically new approach
to marketing, made necessary in the new
techological environment to face the digital
consumer.
Agile Marketing™: Marketing reloaded.

3. The environment has grown
increasingly technological, complex,
accelerated…and uncertain
The consumer is connected, mobile,
social, demanding and volatile.
Brand communication paradigm
needs to evolve to remain relevant.
Marketing faces numerous challenges
to survive in this environment and
address this new consumer: consistent
multichannel presence, relevance,
responsiveness.

4. Agile Marketing™: leveraging the digital opportunity (1)
 Develop multichannel marketing to address the consumer
anywhere, anytime, encompassing the increasing number of
consumer touch points
 Building marketing strategies on behavior-based methodologies
rather than attitude-based methodologies, thanks to footprints left
by the digital consumer at every step of its journey
 Offer contextualized, location-based and personalized services
based on objective data, to be heard in an overwhelming marketing
environment
 Interact with consumers in real time, on all channels, and activate
loyalty programs through conversational and experiential
marketing
 Measure and identify initiatives that really drive value and those
that do not meet their objectives, to develop a performance-driven
marketing.

5. Agile Marketing™: leveraging the digital opportunity (2)
Digital Marketing
Opportunity
Potential & Benefits
of existing tools and
platforms
Weak maturity
level on digital
marketing for the
majority of players
Survey Valtech-Adobe Technological platforms

6. •Customer Responsive Platform™:
Agile content & multichannel
campaign management, from
the designer to the publisher, based on
brand assets centralization (digital
publishing)
•Digital Analytics: Agile data-
driven marketing initiatives, for
more relevance to the consumer
and more ROI for the marketer.
•Organization and Gouvernance:
Agile marketing project management,
responsiveness and
performance-driven, through
more cross-functional
collaboration and adaptation
to feedback.

7. Reduced Time-to-Market for
campaigns and marketing actions,
thanks to faster execution
Multichannel presence while
protecting brand consistency
and avoiding fragmentation
Real-time responsiveness to
customer feedback, competitors
and new market trends
Relevance at the same time
personal, behavioral and
contextual, for the consumer, at
every touchpoint with the brand
Measure of ROI of marketing actions,
by channel and by campaign, for a
performance-driven strategy

9. Paradigm change:
From mass media communication and
campaigns to personalized conversations.
Agile Marketing™: Marketing reloaded.

10. Paradigm change:
From « product-based » marketing to service-
based marketing.
Agile Marketing™: Marketing reloaded.

11. Paradigm change:
From brand-driven marketing to consumer-
driven marketing.
Agile Marketing™: Marketing reloaded.

12. Thank you
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