Library

Course: Agile Marketing

Agile Marketing

  • Life Time Access
  • Certificate on Completion
  • Access on Android and iOS App
About this Course

Marketing has traditionally used long-term planned campaigns, often changed just once per year. Today's marketing needs to turn on a dime when customers needs change or the competition changes what is available. Agile marketing helps you identify what is working and what isn't so you can do more of what is bringing you sales.

Basic knowledge
  • A basic knowledge of online marketing concepts
  • Basic Understanding of Business
What you will learn
  • Identify which marketing tactics are creating engagement, leads, and sales for your business
  • Use a process that helps you change your tactics as your customers needs change
  • Continuously improve your marketing results based on data 
Curriculum
Number of Lecture: 57
Total Duration: 00:18:55
Are You Keeping Up with the New Pace of Marketing?
  • Are You Keeping Up with the New Pace of Marketing?  

    All of us consistently underestimate how fast things are changing, because the pace of change continues to increase–that means that changes don’t just continue to happen, but that the rate of change is actually getting faster.

    So what does this have to do with marketing? Everything.

    Marketers are in a brave new world where 98% of the world’s known data was created in the last two years. Marketers are in a world where Big Data is the rage but we haven’t even done a good job responding to Little Data. Marketers are surrounded by technology that gets faster and cheaper each year, making things that were previously just nice to have possible, cheap, and seemingly necessary. Especially because your competitor might already be doing it. 

  • Technology is Driving Faster and Faster Change  
  • Technology is Moving Faster and Faster  
  • You Can’t Just Follow the Leader  
  • EXPLORE  
  • Reflect  
What’s Wrong with the Regular Marketing Process?
  • What’s Wrong with the Regular Marketing Process?  

     The old marketing processes no longer serve us well.

    The style of marketing has changed from old-style promotion that hammers away with the same message to an agile approach where the response to your first message helps you choose your second.

    But that’s not all. Just as important as being responsive is to be experimental—eliminate the “big bang” waterfall marketing approaches in favour of small tests that tell you what is working and what is not. It all demands that you take a guess at what might work, which is uncomfortable, because we like to be right. But taking a guess is the key to success.

  • Old-Style Marketing Promotion is Dead  
  • Waterfall Marketing Doesn’t Work Either  
  • Taking a Guess is Essential, But Difficult  
  • Session 2 - EXPLORE  
  • Session 2 - Reflect  
Why Does Agile Marketing Work?
  • Why Does Agile Marketing Work?  

    If we convinced you only that the old overly-planned waterfall approaches don’t work, that would leave with you with a problem but no solution.

    Instead, we want you to learn how to think differently about your marketing so that you approach problems as a puzzle to be solved, rather than a huge effort to be undertaken.

    Instead of big money and big commitments, we help you learn to think small, by solving the problem in the simplest possible way so that you lower the risk of blowing time and money without solving anything at all.

  • The Magic of Thinking Small  
  • Session 3 - EXPLORE  
  • Even Big Companies Can Think Small  
  • Lowering the Risk  
  • Session 3 - Reflect  
The Hallmarks of Agile Marketing
  • The Hallmarks of Agile Marketing  

    When you’re accustomed to doing things in a big way, it can seem difficult to scale down your thinking into bite-sized chunks. But that is actually the key to unleashing your creativity to be innovative.

    Often, we are working so hard to make sure that nothing we do could ever be considered a mistake that we are afraid to try a truly new idea. Agile marketing, instead, required that you do it wrong quickly, and then fix it. It’s easier to improve something you’ve already started than to do it perfectly on the first try.

  • The Tyranny of Doing It Right  
  • The Freedom of Doing It Wrong  
  • What Happens After You Do It Wrong?  
  • Session 4 - EXPLORE  
  • Session 4- Reflect  
Hallmark 1: Data, Not Opinions
  • Hallmark 1: Data, Not Opinions  

    For some marketers—maybe even you—data can be scary.

    Maybe you think of long rows of numbers that remind you why you went into the “creative side” of marketing in the first place. Getting comfortable with data doesn’t mean you need to break out your calculator. It means that you must be willing to use numbers rather than opinions to make decisions. When you’re ready to listen to your customer’s opinion instead of your own, that’s when you’re ready for agile marketing.

  • Do I Need “Big Data” To Do Agile Marketing?  
  • Session 5 - EXPLORE  
  • Explore Cont’d…  
  • But What If I Have Really Small Amounts of Data?  
  • Can I Use Data for Offline Marketing?  
  • Session 5 - Reflect  
Hallmark 2: Experiments Not Missions
  • Hallmark 2: Experiments Not Missions  

    Are you right all the time? Me, either.

    The truth is that most of the decisions we make are experiments—we just don’t like to admit it. With agile marketing, we not only admit it, we shout it from the rooftops. We assume that we don’t know the answer and that we must run an experiment so that our customers can show us the right path. When you start doing that over and over again, it’s amazing how smart you look.

  • Why Is Experimentation Important?  
  • How Can You Make Gradual Changes?  
  • Can You Ever Overdo Experimental Marketing?  
  • Session 6 - EXPLORE  
  • Three Reasons  
  • Session 6 - Reflect  
Hallmark 3: Teamwork, Not Silos
  • Hallmark 3: Teamwork, Not Silos  

    Many of us talk about teamwork, but it’s no more than that—talk.

    When you’re ready to forget about your role or your department or your profession and truly roll up your sleeves to get things done, now you are ready for agile marketing. Most of us seek the comfort of retreating into the best practices of our specialities rather than supplementing what we know with what others know to make a better decision than either of us can do on our own. Break out of your speciality and start really making progress.

  • Does Your Team Have “Specialist Disease?”  
  • Session 7 - EXPLORE  
  • EXPLORE CONTINUED  
  • How Does the Agile Process Work?  
  • How Does an Agile Team Work?  
  • Session 7 - EXPLORE 2  
  • Session 7 - Reflect  
Why is Speed of Change So Important?
  • Why is Speed of Change So Important?  

    Some of you know that my second book is called Do It Wrong Quickly. This part of the course is about the quickly part.

    Advising people to do things wrong is just my cheeky way of getting marketers to start experimenting–to try things to see how they work. That experimental approach is the essence of agile marketing, a term not yet in use when I wrote my book. But without the quickly part, you’re just doing it wrong. It was too long for the title, but what I actually meant was to do it wrong quickly–and then fix it. And the number of times you can experiment makes a huge difference to your success. Do you appreciate the need for speed?

  • Why Sprints Must Be Short  
  • How Does Agile Help Our Marketing to Adapt to Change?  
  • Change Your Team Fast!  
  • Who Do You Persuade?  
  • Session 8 - Reflect  
Where Do You Start?
  • Where Do You Start?  

    There’s something comfortable about taking a course—a comfort that suddenly vanishes when we must put what we’ve learned into practice. But, isn’t that the step that separates an interesting mind-expander from something that truly changes the way we work?

    Agile marketing can change the way you work, if you are willing to take the first step now. 

  • Pick Your First Target  
  • Start Experimenting  
  • Start Experimenting Continued  
  • Session 9 - Reflect  
Reviews (0)