Sensis Agile Marketing: The Key to Effective Hispanic Social Media Marketing
1. Agile Marketing
The Key To Effective Hispanic Social Marketing
Hispanicize 2013
2013April 11,
2. 2I’ve been working in advertising for the last 14
years
My background :
– Web / tech / geekiness
– Strategy consulting
– Economics
I sort of stumbled into this business…
Jose
3. 3
… and I’m one of the few people you’ll meet
that runs an ad agency that never worked in
advertising before.
4. 4
“The curious task of
economics is to demonstrate
to men how little they really
know about what they
imagine they can design.”
- F.A. Hayek
5. 5
My philosophy about marketing….
We think we know more than we do about
what will work and what won’t.
Economics meets Marketing?
21. 21Agile Methodology
• Approach to software development
• Flexible alternative to traditional or “Waterfall” methodology
– which attempts to identify every requirement of the project before any design or
coding occurs
• Agile helps teams respond to the unpredictability of building
software through incremental, iterative work cadences,
known as sprints.
– By focusing on the repetition of abbreviated work cycles, agile methodology
could be described as “iterative” and “incremental.”
26. 26What is Agile Marketing?
• Takes its inspiration from the Agile
software development methodology
• Avoids the “big leap” approach and
“marketing lottery” paradigm
– whereby a few initiatives win while the majority
lose
• Agile replaces "big leaps" with
continuous mini-steps comprised of
ongoing "test-learn-commit" loops
37. 37Agile Manifesto
• Validated learning over research and planning
• Iterative campaigns over Big-Bang launches
• Flexible vs. rigid planning
• Responding to change over following a plan
• Many small experiments over a few large bets