Agile Marketing: Managing Marketing in a World of Constant Change
Don’t panic, but… marketing is exploding.
Seriously. Boom! Bam! Ka-pow!
We’re wrestling with an explosion of ever-shifting touchpoints and channels where we have to connect with our audience. To call the social media landscape fragmented is like saying Sybil was, um, slightly unbalanced.
Across this kaleidoscope of touchpoints, we’re responsible an explosion of content — “content” being the catch-all word for, well, the majority of what marketing produces. And according to the latest research from the CMI, our biggest challenge is churning out MORE content, faster. Followed closely by the challenge of producing content that isn’t complete crap. No tension between those objectives, right?
We have to deliver this content — and more than just content, but functional customer experiences — across an explosion of different devices. There’s the desktop, the smartphone, the tablet, the phablet. I can’t believe I just said the word “phablet.” And just wait until the Internet of Things goes mainstream. We even have to think about how people will use combinations of these devices at the same time!
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