From the course: Agile Marketing Foundations
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Strategy
- The best marketing begins with a sound strategy. And you'll likely find this strategy in the project brief. This is a document that defines the overall trajectory for the project. But one challenge often faced by marketers is that the brief becomes cast in stone. It's difficult or arduous to make changes to the brief once it's been approved. The definition, when you look agile up in the dictionary, is being bale to move quickly and easily. The strategy needs to be able to do that as well. The expectation with the client and the team should be established so that they know and are okay with the idea that certain aspects of the strategy will iterate and change over time. So instead of a strategy brief, you might have a strategy brief 1.0 and 2.0 and 2.1 and so on and so forth. Here's an outline of elements each agile marketing strategy should include. Let's start with the vision. The vision is the big picture.…
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