Digital Marketing - Study Notes:
Benefit 1: Increases efficiency
One of the key advantages of agile thinking is that it brings potential problems to the surface quickly. This helps reduce any wasted effort later in the process. Eliminating unnecessary steps and red tape means teams work faster. And this gives them a quicker sense of accomplishment, which is invaluable for team morale.
And consider the advantages for the business. Because your team is more efficient, it is able to deliver more projects. And this means the organization is able to bring in customers. Instead of spending time on things that don’t deliver value, you can focus all of your efforts on the most important tasks at hand. Because you’re getting ongoing customer feedback, you can be more confident that you’re working on projects that will ultimately lead to market success.
Benefit 2: Increases innovation
Agile thinking leads to a rapid testing process. So, marketing teams that use agile thinking are getting a steady stream of feedback during development. This enables them to discover all kinds of insights much more quickly. That means your marketing efforts can be driven by actual data from ongoing customer feedback. You can then better provide customers the messaging they’re actually looking for, rather than making guesses.
Plus, by moving more quickly, acting on data, and embracing a fail-fast mindset, you can more easily produce innovative ideas that actually get implemented and drive results.
Benefit 3: Delivers more return on investment at less cost
The old, traditional way of doing marketing was often slow, and measurement was sometimes difficult to quantify. Now, agile processes empower teams to run multiple campaigns at once without reducing effectiveness. With the increasing comprehensiveness of modern analytics, it’s easier than ever to demonstrate more measurable return on investment at less cost.
Benefit 4: Drives growth
Processes that can’t scale are processes that can’t move you forward. Fortunately, agile is designed with growth in mind. It can help teams maintain efficiency as they expand over time, and as the size of campaigns grows with bigger, more ambitious projects.
Benefit 5: Keeps you focused on your customers
Remember, agile thinking is a customer-centric philosophy. This approach to marketing keeps teams focused on delivering what customers and audiences actually want without getting bogged down in unnecessary documentation and meetings.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
Bill Phillips
Bill is an international facilitator, trainer, and team coach. He has successfully coached CEOs, board members, directors, executive teams, and team leaders in public and private companies, NGOs, and UN organizations in 15 countries across four continents. He is also the creator of Future-basing®, a highly potent process for building strategy, vision, and cooperation.
Will Francis
Will Francis is a recognized authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
Cathal Melinn
Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.
Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimization. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.
Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue-generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.
Over his career, Cathal has worked client-side too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.
He can be reached on LinkedIn here.
By the end of this topic, you should be able to:
- Discuss the impact of customer journey stages in a marketing strategy
- Identify the key touchpoints, channels, and tactics in an omnichannel strategy
- Assess the impact of customer experience (CX) on business performance
