Agile Marketing 101 – The Need for Speed

The digital revolution has changed the way we work. We need to act fast, stay nimble and always be ready to adapt. The need for being agile in all aspects of business, including marketing, has become a survival skill. Gone are the days when companies planned campaigns 6 months in advance. Chances are, by launch date, your messaging (or worse your product) is no longer relevant.

What is agile marketing?

Agile marketing is a process methodology where we focus on incremental growth in short periods of time with a rapid speed. Each increment is tied to deliverables and the progress is reviewed to gather learnings and insights for future increments. Some of the key elements of agile marketing are:

  • Responding to change as opposed to following a plan
  • Rapid iterations in lieu of Big Bang campaigns
  • Testing and data over opinions and best practices
  • A multitude of small experiments instead of a few large bets
  • Individuals and interactions beyond target markets
  • Collaboration across silos and hierarchies

How will Agile Marketing Benefit your Organization?

Agile Marketing is no longer folklore. Early adopters have already proven its success with positive business outcomes along various parameters such as:

1. Increased customer satisfaction

Rapid and continuous deliverables allow marketing to sync with agile product development and constantly improve the product performance. This reassures customers that the company is in sync with their interests and amplifies their advocacy and net promoter scores.

2. Higher marketing RoI

Constant validation of campaigns, with appropriate remedies, ensures that the messaging (and the media channels utilized) are performing against targets. If they are not, then immediate course correction will channel marketing budgets in the right direction, thereby minimizing wastage of communication effort.

3. Increased employee satisfaction

By clear communication of the intent and value of agile marketing, the morale of the team and their inclination towards results increases. As a result, they will be more aligned with the organization’s interests and seeing their efforts pay off in terms of results reassures them of their contribution to the company.

Challenges with the Agile Methodology of Marketing:

As with all good things, agile marketing has its challenges. Some of them are:

  • Change is the only constant – teams tend to get exhausted
  • Large projects have difficulty in assessment of efforts at the beginning
  • Lack of emphasis on documentation
  • Can easily go off track if the leadership is not clear on what it wants

Despite the shortcomings of agile marketing, it is an essential investment for marketing organizations that want to stay relevant. As this way of working becomes the norm rather than the exception, we can expect a larger talent pool of marketers used to the agile methodology, which then makes it easier to adopt, with higher risk mitigation.

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