Real-Time Marketing Strategy: Surviving Daily Change

A session at SXSW Interactive 2011

Sunday 13th March, 2011

3:30pm to 3:45pm (CST)

Many marketers have still been stuck with the contradiction of taking the time to set a strategy in place, while knowing that everything might be changing around them. We’re left with a simple question, but a huge challenge: can you develop a marketing strategy that prepares you for the chaos and unpredictability of the real-time net?
Specifically, we will answer five questions: 1. Does traditional strategic planning work in a ‘now’ marketing world? 2. If you take time to plan, but act in the moment, does it actually work? 3. Can you do agile marketing planning? 4. What are the specific things you need to not screw up your ‘live marketing’? 5. How do you comfort execs who fear that you’ll wing it and mess up?
We will describe the problem that strategists and design thinkers face in trying to rapidly develop marketing plans and strategies, in hopes that they are not instantly outdated upon completion. We’ll look at the problem of having strategies that don’t provide the needed direction to those people who are doing ‘live’ marketing. We’ll review a number of possible new methods for developing ‘real-time ready’ marketing plans. We’ll look at modern methods for gathering insights, and we’ll learn the required elements of a marketing playbook, and how to get them.
Finally, we’ll look at specific examples from around the net – of how brands and start-ups are applying these methods to make their brand come to life, and thrive in real-time environments.

LEVEL: Advanced

About the speaker

This person is speaking at this event.
Adam Lavelle

Chief Strategy Officer, iCrossing. Digital marketing for 15+ years. bio from Twitter

Next session in Ballroom E

3:45pm Fueling Fun: Customer Loyalty Through Location-Based Marketing by Casey Petersen

14 attendees

  • Abbi Siler
  • Audrey Matthias
  • Adam Lavelle
  • Arjan van de Steeg
  • Briankrat
  • Heather Alden
  • Justine Jordan
  • Kim Hollenshead
  • Brandie McCallum
  • Maggie Hibma
  • Mikael Nerde
  • Yesenia Sotelo
  • Siu Rui Quek
  • Trey Biggs

16 trackers

  • Francesco D'Orazio
  • David Damore
  • Brian Truax
  • Cliff Whitecoat
  • David Mead
  • Dawn Marie B
  • Eric Kramer
  • Bob Jansen
  • Joe Cox
  • Josepf Haslam
  • kathybabb
  • Katie Felten
  • Nat Duffy
  • Online Prism
  • Salim Virani 🇪🇺
  • Raj Samuel

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Time 3:30pm3:45pm CST

Date Sun 13th March 2011


Ballroom E, Austin Convention Center

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