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What’s stopping your team from agile marketing?

Agile marketing is getting hotter and hotter. But it’s not getting easier and easier. Despite how much you want to move faster and faster, your team might not feel the same way you do. What are the things that stop your team from jumping into agile feet first?

  • You punish the guilty. The easiest way to stop all experimentation is to penalize mistakes. You should expect most of what you try to fail, so any negative repercussions teach your team not to take a chance.
  • You can’t keep score. Experiments are only effective if you can separate the winners from the losers. Unless you have the analytics in place to know which experiments worked, your team is unlikely to try them.
  • Your IT can’t keep up. Digital marketing depends on technology. Agile marketing depends on the data collected by technology. If you force your marketing team to deal with a moribund IT team, don’t expect experimentation to flower.
  • You don’t give them room. The creativity to experiment requires space. If you’ve overloaded your team with work that gives them no time to think, expect your team to drop the experiments first.
  • Your team doesn’t know how. You can’t expect people to do new things when you haven’t explained what you want–nor given them the skills to deliver. If you expect your team to figure out on their own, not all of them will.

Your team might have any of these problems–most teams do. If you have the last problem, my new Mike Moran’s eCourses might be just what you need.

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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