Agile Marketing: The Incomplete Guide – Gez Smith, Bunny Picnic Ltd
A great session from Gez Smith on Agile Marketing
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.