As a thought leadership marketing organization, the marketing team at NTT DATA Services (formerly Dell Services) recognized an opportunity to produce and leverage content marketing to the fullest to improve visibility and connection with its target audience. Most important, the team was looking for an alternative, agile way of working that would accelerate content development and optimize performance across a variety of channels.
Mona Charif, Senior Vice President and Chief Marketing Officer at NTT DATA, Inc. also understood the importance of creating content that was more “snackable and chunkable.” With the traditional waterfall approach to project management, where various stages of the campaign—planning, creating, implementing, and measuring—happens sequentially, it can take months for a campaign to hit the market. By that time, it may be too late or too expensive to make a change.
This Case Study explores the ways in which NTT DATA Services implemented an agile approach to content and engagement marketing, the success they have achieved thus far, the advantages of agile, and the lessons learned along the way.