Agile Marketing: Unlock Adaptive and Data-Driven Marketing for Long-Term Success
- 5h 2m
- Neil Perkin
- Kogan Page
- 2022
Create and apply responsive and adaptive marketing principles and practices with this guide to redesigning marketing structures, processes and culture, to be fit for purpose in today's changeable environment.
Agile Marketing is an essential and practical roadmap to transforming your marketing by applying agile principles at scale and overcoming mindset and culture challenges to enable greater efficiency and quicker response times. Covering areas such as putting data and automation at the centre of agility, measuring success and creating and maintaining space for innovation, it features a range of invaluable frameworks, practical guidance and insightful examples from organizations such as Dell and Pepsi.
Written by a recognized agile expert and marketing thought-leader who has worked with marketing teams in some of the largest global organizations, Agile Marketing also explores how to empower high-performing marketing teams and develop and pivot agile campaigns and content. Featuring tips and tools throughout and a step-by-step agile marketing transformation blueprint, it is a crucial resource for creating effective and streamlined marketing today and into the future.
About the Author
Neil Perkin is the founder of Only Dead Fish, a consultancy which specializes in digital strategy, transformation and agility. Based in Sussex, UK, he has run marketing training and consulted on marketing transformation and capability with a variety of large, multi-national businesses and curates the Firestarters thought leadership events for Google UK. A regular keynote speaker, he has written for Econsultancy, Marketing Week and The Marketing Society and has been named by Sage as a 'Top 100 Global Business Influencer'. He is also the author of Agile Transformation and the co-author of Building The Agile Business Through Digital Transformation, both published by Kogan Page.
In this Book
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Marketing in the digital age
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Defining agile marketing—What it is, and what it’s not
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Agile process and principles
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Understanding context and situational awareness
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Adaptive strategy
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Using sprints
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Applying methodology to marketing execution
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Agile marketing structures
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Agile marketing at scale
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Agile resourcing
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Why data is the foundation of agile
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Learning well with data
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What is agile culture in marketing?
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A culture of exploration
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Empowering high-performing marketing teams
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Conclusion
