Certified Agile Marketing Professional™

The market has become flush with various consumer options, making it hard to stand out. Thanks to decades of increasing spam and poor business practice, consumers are now becoming less trusting and less likely to offer interest in something being marketed to them through most traditional means.

In this lesson, you will learn about the historical and present dynamics driving marketing companies, as well as new methods of thinking and working for Marketing Teams.

Key Learning Topics for this lesson include:

• Historical and current forces pushing marketing organizations

• New ways of thinking and working for Marketing Teams

Delta Air Lines was the world's largest airline in terms of passenger numbers and aircraft numbers in 2005. Big isn't always better, though. In September of that year, it was forced to file for bankruptcy. The myth that the airline industry was invincible was destroyed. The reasons behind its troubles were the ever-rising fuel prices and the increasing labor costs it faced. Delta was held for $20.5 billion of debt when filing for bankruptcy. A new generation of budget airlines emerged around this time to take advantage of the new market emerging in the skies - customer service became a thing of the past.

In marketing, it's critically important to make fast, effective decisions based on changes in consumerism and society.

In many organizations, the terms marketing and selling are used as one and the same. These two terms, in fact, have different meanings. Understanding the differences between these terms is extremely important for the organization's long-term performance.

In this lesson, we will explain the concept of marketing and selling and how to establish and sustain connections with your clients. Then, we will discuss the importance of adaptability to changes in the business agility era.

Key Learning Topics for this lesson include:

• Concept of Marketing to Serve and Marketing to Sell

• Establish and sustain connections with your clients

• Be adaptable to changes in the business agility era

Customer experience has become more important than the product itself. Companies that ignore that will find themselves out of the game.

We live in a world of abundance, in which services and products have become a marginal part of purchase decisions. What drives today’s customers are emotions and feelings, some of which can’t be expressed in words and are triggered unconsciously. The most crucial element in buying a product is how the product makes a customer feel. The name of the game is determined by emotion.

Let’s take Starbucks as an example. It's one of the most successful companies in the world, not only in the coffee shop business. It is so successful because it provided an experience that changed how much of the world thought about coffee shops and how many of us drink coffee outside of our homes. Starbucks created a third place between home and work where people can relax, enjoy a cup of coffee and experience the inviting ambiance. Starbucks doesn’t compete with other coffee companies, it competes with going to see a movie.

Agile marketing is when marketing teams choose the highest-value initiatives and focus their resources on them. The teams then collaborate to execute the initiatives, analyze their effect, and make efforts to improve possible outcomes.

Simply said, Agile marketing is a less stressful approach to being a marketer.

In this lesson, we will go through the agile marketing concept in detail, covering how agile works and how to use it in marketing. Following that, we'll go through the seven agile marketing principles.

Key Learning Topics for this lesson include:

• Defining Agile Marketing idea

• Explaining the seven principles of Agile Marketing

This scrappy four-person team once followed traditional marketing practices, creating an annual budget, creating goals, and designing particular projects. With the help of freelancers and agencies, they’d produce around 50 pieces of marketing collateral a year. Then, digital happened.

Despite multiple reorgs, they couldn’t meet client needs and expectations. Then deWees discovered Agile marketing. Instead of individuals taking on an entire project themselves, they now structure work in 2-week Sprints.

They joined forces with IT to create a single in-house design group for support and phased out their reliance on external contractors. Tara Cobourn, marketing manager, says this new approach allows them to break projects down into smaller pieces, which are given to team members based on skills and availability. Now they can complete an entire project in two weeks instead of waiting months for outsourced work to come back, get edited, revised, and finally released.

Now that the budget isn’t going to contractors, they’ve been able to hire more writers and designers, increasing the team’s agility even further.

Agile marketing is effective. But note that agile development is not executed practically the same way. For marketing success, it is essential to comprehend the contrasts between the two.

Lesson Outcomes:

In this lesson, you will learn about the Agile lifecycle and the concept realization for production and development.

Besides that, you will also learn about reactive marketing.

Key Learning Topics for this lesson include:

• Agile lifecycle

• Concept Realization of Production and Development

• Reactive Marketing

Most people know that the Superbowl is not something to be missed in America. The annual sporting event draws in around 100 million live TV viewers, and it has become a marketing triumph if you are picked as one of the brands featured in their ad breaks.

Unfortunately for Oreo, it wasn’t included in the commercials during the 2013 game – but that didn’t stop them from dominating the conversation when the Superdome famously experienced a power cut live on air. Viewers flocked online to express their dismay at the situation, and Oreo was ready.

The image featured a large black background, a small image of an Oreo cookie, and the tagline "You can still dunk in the dark." Many online publications said it had ‘won’ the event’s marketing war, taking advantage of the captive Super bowl audience during a momentary lapse in concentration.

Being customer-centric includes more than simply stating that the customer comes first. It is about genuinely studying the consumer so that you can anticipate their demands, goals, and communication preferences, create meaningful experiences for them, and establish long-term connections with them. That, however, is easier said than done.

In this lesson, we will be discussing the significance of the Copernican Revolution theory in astronomy and Management. Next, we will also explain to you how to attract the right audience for your brand.

Key Learning Topics for this lesson include:

• Discuss the Copernican Revolution theory between astronomy and management

• Figuring out how to attract the right audience for your brand.

This sea change means global markets operate at remarkable speed. A powerful illustration is found comparing the history of Apple's successful products. After its 1984 launch of Mac computers, it took Apple more than 20 years to sell 50 million units. With the iPad, released in 2010, the company crossed that threshold in just two years. New product launches are now coordinated on the scale and with the skill of Hollywood blockbusters, a fact that has ushered in an era where the launch of a hot new device {or subsequent lack of inventory) is headline news around the world. As the stream of Apple products illustrates, the digital age has witnessed a stunning array of disruptive innovations.

Being customer-centric allows you to better understand your consumers and integrate products and services to offer excellent value. You can't influence customers until you know what they want.

To build a long-term client base, any firm should prioritize identifying and fulfilling consumer demands.

This lesson will teach you about the Customer Insights concept in detail where will be explaining the definition, why it is essential, how it works, and so on. We will also discuss market segmentation to better understand client wants and needs.

Key Learning Topics for this lesson include:

• Explaining the Customer Insights concept in-depth.

• Discussing Market Segmentation

Wayfair introduced new features in November 2019 to their mobile app, including an augmented reality (AR) tool, an interactive photo component, and the Room Planner 3D feature.

Since half of their customers place orders on mobile devices, Wayfair enhanced their app, and now customers can see how the furniture will look in their homes or offices with just a few clicks. Customers can create an interactive 3D room and see how furniture and other products look and fit into a picture of their particular space. This helps consumers find things they like while providing Wayfair with a better idea of each customer’s unique style.

The phrases "output" and "outcome" top the list of terms people confuse when discussing agile management. They are frequently used interchangeably, even though they are two completely different concepts.

Examining OKRs in further detail reveals this. However, when introducing OKRs, many businesses continue to make the same errors.

This lesson will teach you how to comprehend the idea and context of OKR in marketing. Following that, you will discover how to prioritize the marketing backlog.

Key Learning Topics for this lesson include:

• Understand the OKR concept

• How to prioritize backlog in marketing

Adobe Systems Incorporated is an American multinational computer software company specializing in creating multimedia and creativity software products such as Acrobat Reader, Portable Document Format (PDF), and Creative Suite/Photoshop.

Adobe’s success in people management is the implementation of OKRs and its principles. Employee feedback is deemed necessary in this company.

In the past, the company implemented a system called “rank and yank,” wherein managers had to identify their least productive team members through annual evaluation.

This was a tedious task and involved lots of paperwork and dreaded discussions. The system caused so much resentment and conflict. The company lost some of its employees to a competitor.

One of the critical components of the product lifecycle is the product backlog, a prioritized list of features that starts with the company and product's vision and ends with a final release. It is an effective technique because it transforms a broad concept into the practical specifics of producing a product. The primary task of a product manager is to establish, order, and monitor a product backlog.

In this video, we will discuss the function of the marketing owner using the backlog technique. Following that, we will explain the concept of Value Proposition and walk you through the process of creating a good Value Proposition.

Key Learning Topics for this lesson include:

• Discuss the function of the marketing owners using the backlog technique.

• Explain the concept of Value Proposition

• Creating a good Value Proposition

Few tech companies are as polarizing or widely criticized as Uber. As one of the most vocal proponents of the empowerment offered by the so-called “gig economy,” Uber has deservedly taken a lot of heat for denying its drivers the basic protections afforded to legal employees, been subject to national and even governmental scrutiny for its decision to incorporate in Bermuda to avoid its corporate tax obligations, and is generally the poster child for why everyone hates Silicon Valley’s unique brand of “disruption.”

However, one thing Uber most definitely does right is its unique value proposition.

Without explicitly saying so, Uber expertly highlights everything that sucks about taking a traditional taxi and points out how its service is superior.

The simple (yet highly effective) copy above, taken from the Uber homepage, excellently conveys the simplicity and ease that lies at the heart of what makes it such a tempting service:

• One tap and a car comes directly to you

• Your driver knows exactly where to go

• Payment is completely cashless

Everything about this directly contrasts the typical experience of getting a taxi – no phone calls to disinterested dispatchers, no painful conversations trying to explain to a stressed-out cabbie where you need to be, and no fumbling for change or worrying you’ve got enough bills in your wallet. Just a fast, efficient way to get where you’re going. This is reinforced by the aspirational messaging at the top of the Uber homepage, which states, "Your day belongs to you.”

Marketing technology tools must be fast, real-time, and easy to use. The tools to access data, run the analysis, and make decisions must be at your fingertips.

There are an incredible number of agile marketing tools and options. Perhaps far too many, but everyone likes to manage their projects slightly differently.

In this lesson, we will discuss Trello, one of the most implemented tools, and aside from that, we'll go over some other essential tools that are also very important in Agile Marketing.

Key Learning Topics for this lesson include:

• Explaining Trello in detail

• Covering other essentials tools that are applicable in an Agile Marketing environment

Growing An On-Brand Franchise Business—Fast

What's it like to be part of the fastest-growing food service segment in the world? "Busy," says Steven Buckley, Chief Operating Officer at BurgerFi. Known for its signature “branded” hamburger buns and gourmet ingredients, the Florida-based company has been deliberately crafting a buzzworthy dining experience via its corporate brand and local franchise owners. The fast-casual burger franchise has opened nearly 100 restaurants across the US in the past five years: "We are constantly challenged to be 'best in class - our goal is to be the segment leader and nothing less.

How Trello Got On The Menu

When Steven came on board in early 2015, he recognized the need for a communications and organization tool that would be adopted and used across the entire organization. It had to be user-friendly and accessible regardless of location, digital aptitude, or device. He had seen Trello in use while working at another organization and liked what he saw:

"We first became interested in Trello for the ability to create high-level goals and push them down to system-wide tactics for execution, with full accountability at all levels of the organization."

Presenting it to BurgerFi as a vehicle for collaboration and project management, Steven has seen Trello take on a life of its own in the company as members started to explore its capabilities for cross-departmental initiatives, like franchisee onboarding, marketing collateral management, and real estate development.

And while everyone at BurgerFi has derived these same benefits from using Trello, each team has developed custom workflows to prioritize the goals that are key to company growth.