The New Imperative

Laura Guillemin, Valtech Digital Marketing Conference, 2012

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.

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.

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.

Agile Marketing™: leveraging the digital opportunity (2)

Weak maturity

level on digital

marketing for the

majority of players

Potential & Benefits

of existing tools and

platforms

Survey Valtech-Adobe Technological platforms

Digital Marketing

Opportunity

•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

Paradigm change: From mass media communication and campaigns to personalized conversations.

Agile Marketing™: Marketing reloaded.

Paradigm change: From « product-based » marketing to service-based marketing.

Agile Marketing™: Marketing reloaded.

Paradigm change: From brand-driven marketing to consumer-driven marketing.

Agile Marketing™: Marketing reloaded.

Thank you Download our Agile Marketing White Paper™

www.valtech.com/ideas