ajit verghese

"What they should have been taking away all of this time — and have increasingly begun to — are the concepts of the constant beta and agile development,” he says. “Marketers need to abandon the time-limited campaign online and start to think of it as a constant application of a rigorous discipline. They should think of their marketing the same way that Facebook puts out a new feature every two weeks, tweaks it, changes it, and re-releases it. It’s not a coincidence that’s brought Facebook 400 million users and Twitter 40 million. We’ve been applying them to Kashi.com for three years now and have seen results beyond anything that a single campaign could do on its own."

—

Rick Webb:

Agencies Need to Think Like Software Companies

(via jayparkinsonmd) (via mikehudack)

Rapid prototyping is a core pillar of entrepreneurial marketing in software development when determining what a customer truly wants and is willing to pay for. Strategically, it makes sense to apply this to the practice of marketing overall. How many people will believe and act on this with in the big agency? Remember that ‘the perfect is the enemy of the good.’