Agile Marketing
What is agile marketing?
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:
Responding to change rather than following a plan
Rapid iterations rather than big-bang campaigns
Testing and data-driven decisions over opinions and conventions
Numerous small experiments rather than a few big attempts
Individuals and interactions over large markets
Teamwork and collaboration
Benefits of Agile Marketing
Full Service Onboarding
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.
Transparency and collaboration
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.
Flexibility
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.
Data-driven decisions
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.
Increased competitiveness
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.
What an Agile marketing team can do
- Respond quickly to changes in the market
- Produce rapid campaigns
- Test and optimize over time
- Try many approaches and repeat the ones that succeed
- Use input from other departments to augment marketing efforts
- Use data to justify choices in campaigns and projects
- Collaborate with team members to prevent tunnel-vision
- Increase return on investment
Key practices of agile marketing teams
- Customer satisfaction through early and continuous delivery.
- Welcome change regarding requirements throughout the process.
- Deliver frequently in the form of sprints and iterations.
- Work together by ensuring continuous collaboration with clients.
- Motivate teams so that they deliver their best work.
- Face-to-face interactions to make communication successful.
- Control pace to ensure consistent development.
- Good design and attention to detail to enhance agility and ensure constant improvement of the product and sustain change
- Simplicity of development to get the job done without compromising the quality.
- Self-organization encourages teams to make decisions, take ownership, communicate regularly, and deliver quality products.
- Reflect and adjust to become more effective and work together more efficiently.
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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