Agile Marketing

Hallmark 1: Data, Not Opinions

Can I Use Data for Offline Marketing?

I spend a lot of time speaking and consulting on agile marketing, and I often use the example of television commercials as the very antithesis of agile marketing, the epitome of old media. Agile marketing is all about experimentation, feedback, testing, data—just about the opposite of anything you can do with TV commercials. While you certainly can run tests for commercials, and you can get some data, it is very expensive and very late in the process.

But all that is changing.


More and more TV commercials are being viewed online, meaning that the feedback process available for agile marketing is now possible for TV commercials, too. Yes, the viewing numbers still seem relatively small, compared to TV. But remember, the price is zero, which is a lot less than buying TV ad time. But something else is at work here.

Viral videos are the new badge of honor among ad agencies. It’s one thing to pay to have an ad aired and rack up big viewership numbers. It’s another thing to have viewers voluntarily watch your commercial on their own, with no TV show surrounding it, that really catches their attention!

Even advertisements that aim to catch fire serve a purpose. They are the ones that the free online medium weeds out without advertisers wasting wads of cash on. Better to find out your ad is a flop for free on YouTube than after you’ve blown your marketing budget on TV.


Up NEXT, use the Reflect section to review what you’ve learned in this unit. Once you’ve finished the assessment, click DONE to navigate to the Units Page. From there, select ‘Unit 6–Hallmark 2: Experiments, Not Missions’ to continue.