In case you haven’t noticed, Agile Marketing is heating up. I’ve been writing about Agile Marketing for just over a year now. In that time, I’ve seen daily references to the term Agile Marketing on my Google alert go from 3-4 a week to 3-4 a day. We’re also about to hit an important milestone: on June 11th in San Francisco at the offices of MindJet, we’re going to hold the first ever gathering of Agile Marketers. We have over 60 people registered, and we’re just about at capacity.
On June 11th in San Francisco, at the offices of MindJet, we’re going to hold the first ever gathering of Agile Marketing practitioners, which we’re calling SprintZero. I’m super excited. One of our goals will be to put together an Agile Marketing Manifesto. In preparation for this, Travis Arnold posted a roundup of Agile Marketing Manifestos. Reading over Travis’s roundup, I’m struck by the role of the manifesto compared to the other elements that have made Agile Development such a success: the manifesto is the visible tip of the iceberg, but without the remainder of the iceberg, the principles and the methodologies of Agile Development, it would never have had such a big impact.
The always insightful Neil Perkin of Only Dead Fish recently called my attention to two videos (part 1 and part 2), where Coke explains their new marketing strategy, which they describe as “Content Excellence”. The videos are full of jargon and neologisms, but I think they represent an important trend, one that other brands will follow. It’s worth deconstructing the videos to look at where marketing, and specifically content marketing, is going in 2012.