Benefits of Implementing Agile Marketing
Agile marketing holds the key to making marketing work in this volatile climate. But what is Agile marketing really? Is it just being faster, firing all the managers, and marketing without a plan?
Agile approaches to managing knowledge work originated in software development in the mid- to late-1990s, completely revolutionizing the way that developers did their jobs. In this environment early Agile pioneers like Jeff Sutherland, David Anderson, Alistair Cockburn, Mike Cohn, and many others started searching for a better way to do work. In February of 2001 seventeen software practitioners met and wrote the original Agile Manifesto for Software Development.
Andrea Fryrear's definition of Agile Marketing is a tactical marketing approach in which the marketing team identifies and focuses its collective efforts on high-value projects, completes them together, measures their impact, then sustainably and incrementally improves results over time.
For a simpler and easier to understand definition, Agile Marketing is an iterative method and process used to manage marketing campaigns carried out by a marketing team, where the results of marketing campaigns on the target market can be quickly used as input and consideration. in the early planning and design phases. This iterative process is repeated throughout the marketing campaign.
“Agile, in the marketing context, means using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating. At scale, a high-functioning agile marketing organization can run hundreds of campaigns simultaneously and multiple new ideas every week.”
Benefits of Implementing Agile Marketing
The following are some of the benefits of implementing Agile Marketing on a brand's marketing team:
First, the implementation of Agile Marketing can reduce the stress level of members of the marketing team, because the implementation of this strategy will make the various jobs that must be done for various marketing campaigns simultaneously more coordinated. And, when stress levels are lower, the marketing team will be able to work and think more creatively. It can also reduce interpersonal conflicts within the marketing team because the implementation of Agile Marketing makes communication between members of the marketing team better.
Second, the implementation of Agile Marketing makes the use of marketing campaign resources, be it financial, time, or human resources, more efficient and effective. Because, marketing campaign programs that yield too low, can be quickly discontinued or repaired. Likewise, marketing campaign programs with good results can be increased in intensity.
Third, through this strategy, the marketing team can conduct marketing campaigns based on data and experiments, not assumptions or opinions alone.
Fourth, Agile Marketing enables the marketing team to respond quickly to changes in the target market.
Fifth, with Agile Marketing, the team will also be able to carry out marketing campaigns faster and then test and optimize them over time.
Sixth, by implementing Agile Marketing, brands can carry out several marketing campaigns simultaneously, then repeat the campaigns that have been successfully run.
Seventh, the effectiveness of marketing campaigns will increase because it is easy to get insights from other departments outside of marketing.
Eighth, the advantages of Agile Marketing make it easier for the marketing team to carry out data driven marketing more effectively.
Agile marketing is a modern concept for today’s growth-driven businesses but it’s not always easy to shift from tradition to agile frameworks – especially for older, established companies.
Newer, smaller companies tend to be more agile by nature but there’s a difference between being agile-inclined and being truly agile, which means responding with speed, accuracy and effectiveness.
Simply changing your mind a lot and optimisation for the sake of optimisation is not agile marketing – or, at least, it’s not effective agile marketing.
