In Agile marketing, the workflow is broken down into small parts and experiments, the traditional individual approach where teams worked independently is removed and data is shared across disciplines and teams. The goal agile marketing is to respond rapidly to market condition which are continuously changing and apply new data to engage the customer with targeted, focused marketing. With agile marketing, you can communicate with the end customer, and tailor your marketing strategy as per the needs of the customer. Read on find out more about agile marketing:
A tactical marketing strategy
This form of marketing uses a tactical approach wherein different marketing teams identify collectively projects which are of high value and work on them collectively. Teams work in short but intensive work periods, measuring the impact and continuously in increasing incremental steps improve their outcomes.
Agile teams can also determine whether a project is valuable or not. Agile marketing strategy takes into account failures, considering them as learning experiences, as long as they produce powerful projects for the future.
Agile marketing methods respond to change, rather than following a linear plan, small rapid iterations, discovers data by testing rather than by convention and opinions. This method is all about conducting several small experiments and teams collaborating regardless of hierarchy and silos.
Marketing is now being driven by changes in technology, and marketers need to be prepared to respond instantly to change their marketing strategy, which is possible with Agile marketing. Planning a strategy is important, but it’s also more important to modify plans swiftly when required.
Some key features of agile marketing while implementing it
Sprint is the time taken by teams to finish current projects. Usually, this is between 2-6 weeks. Teams also break up bigger initiatives into minute pieces which is tackled in several sprints.
Every day the teams meet and check in. These meetings are typically 15 minutes long. Each member of the team shares their work of the previous day, what they plan to do on that particular day, and also share any blocks that they encounter. Blocks are to be addressed immediately.
The teams’ progress is continuously monitored by using whiteboards or through a software, but using a centralized system which everyone can access.
The failure or success of a sprint depends on all team members. Every person has to assist and collaborate in Agile Marketing method.
Agile marketing benefits
Agile marketing helps brand to be in close connection with their users, and increases brand visibility and memory by projecting on multiple channels, via social media, mobile, email, the net or all the above channels. Teams belonging to different departments collaborate and share data to accomplish a shared goal.
Agile marketing increases transparency into marketing methods due to departments collaborating, and increases the support of initiatives within the organization. Improved productivity, better prioritization, flexibility to increase marketing initiatives reaching the market, leading to customer loyalty and increased revenues.
Agile marketing can deal with change unlike traditional top-down marketing strategies which used to be disrupted by change. Agile marketing assumes that change is inevitable, and
proceeds from there.
Agile marketing challenges
To incorporate agile marketing in your organization, you must transition from well-structured businesses to an organization which are much less structured and able to improvise or modify according to change.
It’s a challenge to get departments to move away from silos, thus the transition is not always easy. The challenge is to get people from different departments communicate and work together to meet common objectives. Organizations have to break down barriers of responsibilities and roles, and create a cohesive team encompassing all departments to focus on a single project and work to produce results.
Agile marketing needs analytics and measurement so that outcomes can be tracked. This data is shared throughout the entire organization, which was not the case earlier, with traditional marketing methods.
In order to transition to agile marketing methods, it is necessary to realign your organization. This could be quite difficult to achieve, but the benefits of agile marketing are too many to not consider implementing agile marketing in your organization, leading to better revenue and productivity.