Agile Marketing: The Incomplete Guide

Session Category :  Talk 
May 26, 2017
14:30  -  15:15

For years, marketers have used up-front planning and specification to launch campaigns in a single big bang. This worked in predictable and well-understood environments, like TV and press advertising, but the Internet has now made marketing far more complex, fast-paced and uncertain. As a result, the old approaches often don’t work, and the answer may lie in agile.

Based on Gez’s research at Bristol University and 12 years experience of using agile in marketing and comms environments, this talk looks at how agile can be used in marketing, and the potential blockers to making it a reality.

(slides)