This post is part of the ongoing series that defines different types of marketing and focuses on Agile Marketing.

The gist of agile marketing

I’ve followed in the tracks of Agile Marketing Manifesto and their inspiration from Travis Arnold to give you these defining points:

  • Validated learning over opinions and conventions
  • Customer focused collaboration over silos and hierarchy
  • Small adaptive and iterative campaigns over Big-Bang campaigns
  • The process of customer discovery over static prediction
  • Flexible vs. rigid planning
  • Responding to change over following a plan

To lean what agile marketing is, I did a lot of reading, talked to some people using agile marketing and went to a few events to listen to the experts.  To keep with the series format, I’ll cover the basics and then expand on each of the bullets below.

Which marketing situations does agile marketing serve best? “Agile methodology allows the Modern Marketing Team to adapt to fast-changing market conditions, respond to immediate sales needs, and prove ROI quickly and consistently.” (Source: HubSpot)

HubSpot's Presentation on Agile Marketing

HubSpot’s Presentation on Agile Marketing

What does a marketing team need to implement agile marketing?  Alligators or Crocodiles??

More on this soon – I’m waiting for access to a presentation by Keith Nottonson at Optimizely who presented at this Meetup recently.  If I haven’t posted anything yet, you can check here to see if it’s uploaded.

Keith Nottonson of Optimizely presents on Agile Marketing at Zendesk, 2015.05.20

Keith Nottonson of Optimizely presents on Agile Marketing at Zendesk, 2015.05.20

What’s an agile marketing case study, showcasing success?  Check out this article on that features examples from Carsurfing, Teradata Applications, and Cafe Press.

What’s an agile marketing fail?  There are actually two different points I want to touch on.

a) You’re right, sometimes agile marketing isn’t the ticket.  A lot of the agile marketing fails I’ve heard about relate to companies whose marketing teams got so caught up in agile marketing that they were missing the big picture.  As Michael Heinz of Heinz Marketing says:

“We have to be careful that we don’t let all this great activity that we’re getting done because of Agile Marketing lull us into thinking that we’re accomplishing our goals just because we’re moving so much from the Sprint backlog column into the done column.” (source:

b) Anyone who is “doing” agile marketing is bound to fail – because that’s part of the process!  Jim Ewel explains AFLAC’s duck masot initially failed in Japan.  Due to the agile marketing approach taken on the mini test launch, the failure wasn’t fatal because risk was mitigated.  Also, AFLAC turned their fail lemons into lemonade using results from the mini test to adapt the brand appropriately and enter the Japanese market successfully.

What’s everybody else doing?  Check out this survey of CMOs discussed by Forbes that compares how many companies think agile marketing is important versus those that are using agile marketing – and more.

Definition Breakout: So what do all those points mean anyway?

  • Validated learning over opinions and conventions
    • This one seems pretty obvious, but a lot of people don’t realize how many decisions they make that aren’t based on data, or the more subtle – aren’t based on recent enough/relevant enough data.  Agile marketing relies on a constant flow of new results data and requires it to be used for decision making, not just reporting.
  • Customer focused collaboration over silos and hierarchy
    • A lot of this “constant flow of new results data” comes from your leads or customers.  It should be shared and compared with other internal data (like data from other parts of the sales/marketing funnel) which may require interdepartmental cooperation.  This is important for decision making.
  • Small adaptive and iterative campaigns over Big-Bang campaigns
  • The process of customer discovery over static prediction
    • Customers may not act within the boundaries of a marketing team-defined series of categories.  This is OKAY.  Customer discovery might help redefine or require new categories.  It’s better to understand your customers than fit them into a box right off the bat.
  • Flexible vs. rigid planning
    • If you’re running a campaign and glean actionable results from it, those results should be acted upon even if they go against the plan.

In school marketing is taught as encompassing price, product, place and promotion.  My professor added perception to the original 4 Ps.  Marketing has developed a lot since the copyright date on my college textbooks to include email marketing, Facebook marketing, and agile marketing.  This What is Marketing series touches on several different types of marketing whether it’s a marketing style, strategy or tactic.  At some point, I plan to put together some sort of map to visualize the relationships between each – that’s a project for later.

First up, Agile Marketing!


After some poking around for a more structured learn-to-code program than Code Academy, I found MIT’s 6.00x course on which is part of the XSeries: Foundations of Computer Science.  Wow, that class kicked my butt!  But I learned a ton!  …including: 

  • functions
  • recursion
  • objects
  • debugging
  • assertions & exceptions
  • memory
  • binary search
  • classes
  • object oriented programming
  • trees

While the class covered a lot, we really just touched the surface of each topic – but it was enough to really spark my interest.  I wasn’t just reading instructions and repeating, but instead learning new vocabulary, new concepts, understanding how and why each existed, practicing them and then using them together.  The next class in the series unfortunately started right before the final exam for this class and there was no way I could do both at the same time, so I’ve decided to just audit it (take the class w/o credit).  While I do that, I’ve also decided to go through each of the chapters from the class I’ve just completed and write a post about each topic because I’m afraid of forgetting what I learned!  Plus, it’ll be cool to take my time and experiment a little.

Just in case you’re wondering I did get an A in the class!  My actual grade was 88%, I would have thought it was a B+ but MIT calls it an A.  If you have no experience in computer science and are looking for a structured exploratory program, I highly recommend this class – though it does take time and genuine effort.  The syllabus estimated about 12 hours a week – I definitely spent that, if not more.  Twelve hours doesn’t sound like a lot, but if you’re already working 8 hour days be prepared to give up a chunk of your evenings for a couple months!  

Next post: Introduction to Computation and Core Elements of Programs

ImageFah who for-aze! Dah who dor-aze! Welcome Christmas, bring your cheer…

For every Who down in Who-ville, Christmas was going to get worse before getting better. As in Who-ville, we may have our own Grinch to deal with:

With the 2013 holiday season of 25 days a short one (compared to 2012 where there was 31 days between Black Friday and Christmas), the bitter taste of the 16 day government shutdown and a temporary budget deal that will only hold the nation over until February 7, the Consumer Confidence Index (CCI) isn’t expected to be a strong one this year.   And with all of this coming shortly after a lackluster Back-to-School season where sales missed Wall Street expectations, things aren’t boding well for the retail industry.

Last year:

According to the NRF’s recently published Survival Guide, the retail bread winners for 2012 were the Jewelry sector for racking up the highest percentage of annual sales (29%) during the holiday season and Food & Beverage sector which brought in the most (over $110 million) in sales during the same two months.

This year:

NRF predicted (pre-shutdown) holiday sales to increase 3.9%, and (also pre-shutdown) estimated online sales to increase 13-15% over 2012 figures.

The LA Times reported mid-shutdown:

In a public letter to Congress on Oct. 9, National Retail Federation Chief Executive Matthew Shay said the government shutdown had had far-reaching consequences for retailers, adding that “only the collapse of Lehman Brothers … has done more damage to consumer confidence in such a short period of time.”

After the shutdown ended, Luke Duecy of reported NRF’s holiday sales estimates dropped to -2% from 2012 on gifts and decorations — yes, that’s negative 2%. So what does this mean for retailers? seems to have the most thorough analysis so far, with these 6 takeaways from a recent survey:

  • Consumer sentiment is wavering…
    U.S. consumers continue to be concerned about the state of the economy, with half indicating that this uncertainty will impact their holiday spending plans. These shoppers expect to spend less overall, shop for sales, comparison shop, and use coupons more often, among other measures. Almost three out of five women say that they focus more on what they need versus what they want, while half note that they have become more practical and realistic in their purchases. Retailer messages communicating value, quality and other key product attributes will resonate well with consumers looking to stretch their holiday budgets.
  • …But holiday shopping is off to an early start.
    More than 40 percent of holiday shoppers surveyed said they started their shopping in October or even earlier this year. Two-thirds of online holiday shoppers who started early did so to spread out their budget. Another half want to avoid the stress of last-minute shopping and the crowds that come later in the season. Many have attributed this to seeing prices and promotions earlier, with more than two out of five noting that these offers have been “too good to pass up.”
  • Online holiday shoppers expect to spend 20 percent more than other holiday shoppers…
    Online shoppers expect to spend a net average $884.55 on gifts, decorations, food and more this holiday season, compared with an average $737.95 among all holiday shoppers. And those who own smartphones and tablets will use them to research products, compare prices, look up retailer information, redeem coupons – and actually buy.
  • …And “self-gifting” is on the list again.
    Online holiday shoppers anticipate spending an additional net average of $159.73 on themselves as well, so retailers shouldn’t hesitate to craft some marketing messages to appeal to this sentiment. The online “self-gifting” budget compares with $129 for all holiday shoppers.
  • Retailers are preparing with marketing plans and investments…
    As we saw in the first part of the 2013 eHoliday retailer survey this summer, retailers have been investing in many aspects of their digital retail business to be ready for the holiday season. In this update, 68 percent of retailers said they’re increasing their use of Google Product Listing Ads (PLAs) for the holidays. Another one in five will also increase their use of SMS marketing compared with last year. Retailers should test PLAs to ensure they are competitive on the search results page before the Thanksgiving rush and test text messaging calls-to-action and offers to opt-in subscribers.
  • …As well increasing inventory and staff.
    Seven in 10 retailers also noted that they expect to carry higher inventory levels this year, while another 18 percent are increasing access to inventory via drop-ship. Staffing is also top of mind for retailers: one quarter expect to increase in-store staff compared with last year, while one-third will increase staffing for their customer service operations.

The morals of the story are:

  • A strong online presence and “too good to pass” deals on “need items” (vs. want) are going to be key.
  • And don’t just display those deals: show comparison shoppers why they’re better than those offered by competitors.
  • Most important of all – don’t wait!  Shoppers are already out making purchases to spread out spending and minimize last minute stress.

Remember the 2013 holiday season is still young — and even the Grinch turned things around before Christmas was over.

It’s hard to pass up an article that opens with:

When the guy who ruined the Internet with banner ads tells you that a new kind of advertising might destroy journalism, it tends to get your attention.

It certainly grabbed mine! Regardless of your opinion of banner ads, no one really wants journalism take another hit.

The new kind of advertising referenced here is native advertising.  So what is native advertising? Wikipedia defines it as: “a web advertising method in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. Native ad formats match both the form and the function of the user experience in which it is placed.”

You may say, “That sounds like an old marketing method called an advertorial, what’s the problem?”

Good question, the hang-up isn’t with the concept of native advertising (see Wikipedia’s article on how it differs from advertorials), but with the execution. Some sites, like Huffington Post, keep their sponsored content separate, while others like The Atlantic, have run the risk mixing it in with regular content and have gotten caught. Chances are the general public has forgotten about mistakes like The Atlantic’s, but how many readers have they lost for good? Maybe that number is insignificant, but what about the level of influence The Atlantic holds over its readership – that’s not something you can grow with a subscription campaign.

Ben Kunz breaks down native advertising executions:

‘The Frame’ is the most innocuous of sponsored content, where an article has an intro or ending noting it is sponsored by a marketer. The sponsor acts as a wooden frame, holding the content up for your view but not in the picture. No real issues here.

‘The Insertion’ is where the actual content is produced by a marketer and mirrors real stories or videos. Examples include or The Huffington Post’s entire section of sponsored content, where Chevron writes about the future of energy or IBM notes it is a platform for sharing comments about vampire movies. Such native insertions can cause trouble, because even when the source is disclosed, the attempt of the content to look native confuses readers…

‘The Misdirection’ is a deeper level of trouble, where content is specifically designed to misdirect the source. Facebook Beacon was a classic example, in which Facebook broadcast your commercial purchases on other websites to friends. Beacon scared the wits out of Facebook users… IZEA has washed over similar rocky ground with its past paid posts, or acquisition of Be-A-Magpie, which helped marketers buy the minds of tweeters. All of this could be disclosed, but the intent is clearly to misdirect the recipient.”

Separation of journalists and advertisers was arguably more distinct during the earlier days. Davis “Buzz” Merritt notes that “At McCormick’s Chicago Tribune building, there were even separate sets of elevators for newsroom people and business people. The editor’s business-side partner, the general manager, spoke only to the editor among newsroom employees.” Lori Luechtefeld, and many others argue that the line has thinned quite a bit and has definitely been pushed too far in the wrong direction.

In an effort to present a somewhat balanced perspective on native advertising, please refer to the piece: Why content marketing should be going native, by Paul Keets, London Bureau Chief of White Light Media ( While the title suggests he is of the opposing view compared to Lori, a closer read will show that he just pushes the line of what’s acceptable further than Lori.

At the end of the day, they say honesty is the best policy, and finding a happy a happy medium is key. Marketing isn’t black any white anymore, if it ever was!

HootSuite Certified ProfessionalIn addition to Code Academy, I’ve been learning on lot on the social media front.  I’ve been taking HootSuite University classes and just completed the professional certification; I earned a 98% on the exam on first try!

Biggest takeaway:  HootSuite has a lot of granular options

I first explored their service back in 2009 when I was leading the team that launched the social networking presence for the Center for Economic Growth, before Melanie LaRose took the reins.  They’ve refined their services a lot since then and not only to add new social networks to their application.

One addition, which is still in Beta, is HootSuite Conversations.  HS users can invite other HS users and non-HS users, paste specific posts into conversations to discuss as well as post and like those messages on social networks they manage.

HootSuite has been a busy bee owl this year having

This effort recently paid off with with a Series B to the tune of $165 million to “…fuel growth & innovation.”  It will be interesting to see what truly innovative ideas they come up with/implement next & if those products/services/enhancements are really innovative – unlike Conversations which, while cool, is just someone else’s innovation applied to their service.

HootSuite Certified Professional

Codeacademy, teaching the world to codeOver the past 6 mos or so I’ve spent time stoking my creative/crafty side & enjoying the summer, it’s true.  I realized I’ve learned a lot so far this year & haven’t been documenting it.  

My first step into the pool of coding: As an advertising major in Silicon Valley I feel like I’m not fulfilling my duties as a citizen not knowing how to program.  

Step One: Go to a Meetup & see what it’s all about.  

I joined Women Who Code (SF) & attended their d.Shop Dialogues at IDEO in Palo Alto.  The event was great & I met a lot of awesome people, one of whom was a designer trying to learn code herself.  She recommended Learning Web Design, A beginner’s guide to HTML, CSS, JavaScript, and web graphics.  Thanks Nivita!  

Step Two: Read & Learn.  

This took a while, but I made it to the end feel like I’m starting to earn my keep.  While the book title reads HTML, CSS, JS and web graphics, HTML & CSS take up over 75% of the book.  I recommend it to anyone else looking for a start in HTML & CSS.  Since HTML & CSS aren’t for building, I haven’t made anything real yet.  I have however, oh best beloved, picked up a Java Script class via Code Academy, which has been a lot of fun so far!

Eight badges down, lots to go!