The New Imperative

Laura Guillemin, Valtech

Plan

Create

Publish

Assess

Time

Campaign #1

Three-year marketing plan

Agile Marketing™: the end of traditional marketing

Plan

Create

Publish

Assess

Plan

Create

Publish

Assess

Plan

Create

Campaign #2 Campaign #3 Campaign #4

Agile Marketing™

is Marketing for the XXIst century

Agile Marketing™: definition

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.

In order to seize the digital opportunity, Marketing needs to become Agile.

Agile Marketing™: the new imperative.

•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.

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

Valtech© 2012

Thank you