Agile marketing is an approach to marketing that aims at getting to market quickly. The focus is on frequent releases, deliberate experimentation, unrelenting commitment to audience satisfaction and promotion of business outcomes. Agile marketing is about responding to change rather than following a static plan. You launch small so you can test, learn, and react, promoting the continuous and incremental improvement of results over time.
This technique requires a strategic vision as well as short, medium and long-term marketing plans. It’s best for complex projects with high uncertainty and changing requirements, such as website development. Using agile marketing techniques means:
Agile marketing provides increased speed in delivering value. Cross-functional teams finish projects autonomously with few handoffs between teams, allowing them to quickly cycle through work without stalling due to dependency on others. Customer feedback is quickly implemented.
Agile marketing creates visibility into the marketing team’s processes, workflow and performance, boosting collaboration. Communicating daily priorities, progress and issues during a daily standup enables the team to work together effectively and function as a unit. It promotes accountability and helps develop a shared understanding of current projects.
The flexibility of agile marketing is most apparent in the use of iterative planning to deliver results. Instead of blindly following an annual marketing plan, agile marketing teams quickly react to changing circumstances, expectations and market conditions. They define long-term goals but figure out the details along the way.
Agile marketing emphasizes experimentation, aligning marketing campaigns with data to measure success. The marketing team keeps tabs on task cycle time, efficiency rate and process throughput, ensuring the campaign moves at a sustainable pace. They run tests to prove/disprove assumptions, measure results and improve campaigns. Data-informed decisions are made about how, when and where campaigns enter the market.
Greater speed and continuous feedback allow agile marketing teams to adjust and adapt quickly rather than committing to long, inflexible campaigns. Consumer needs become the priority, allowing marketing teams to measure the impact of their campaigns as they occur. Data guarantees that the information gleaned is applied to the next project, keeping campaigns competitive and improving return on investment.
Agile marketing is gaining momentum and popularity due to its flexibility, speed of production, process transparency and the increased competitiveness of campaigns. It allows for frequent campaign releases, increased experimentation and heightened customer focus. Once in place, it builds trust and loyalty between a digital marketing agency and its clients, promoting growth for both your company and your marketing team.
Interested in agile marketing techniques? Want to work with a highly-skilled, experienced agile marketing team? Contact CAYK to learn more about our agile marketing practices and how we can help your business develop stronger digital marketing strategies. Connect with our tightly-knit knowledgeable digital-first marketing team at (403) 456-0072 or request a marketing proposal.
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