AGILE Marketing
Agile Marketing: The Future of Marketing
Agile Marketing uses a marketing framework that is based on Agile software development. The key features are:
Flexibility
When marketers introduce a plan, they work on it until desired results are achieved. The main component of Agile Marketers is that they don’t continue to stick to the plan when the strategy demands change. Therefore, they exhibit a flexible attitude towards their marketing plans.
Rapid iterations VS Big-Bang Campaigns
Big-Bang Campaigns revolve around the slow expansion of business strategies. It focuses on a start with a small strategy for carrying out its implementation. The marketers then observe the movement of their strategy - whether it’s heading for success or failure.
Rapid iteration, however, is about generating a lot of techniques for experimentation. These ideas are tested to see which ones work best.
Agile Marketers take rapid iterations to be more inclusive. Rapid iterations introduce more chances of experimenting. It is this versatility that gives an edge to rapid iterations over Big-Bang campaigns.
Supremacy of Data
Many enterprises give value to opinions and traditions. Agile Marketers make their strategies more logical and clear. They carry out tests to provide a foundation for their findings. They don’t rely upon opinions because of the vague nature of the same. Data, however, is more convincing and based on statistical analytics.
Small Experiments
A large experiment uses more resources. Failing of large experiments poses greater risks to the marketers. Small experiments use less capital. An organization can conduct more of these small experiments, that can bring about more marketing solutions.
Customized Methodology
Applying one default strategy to all market problems is a recipe for failure. Each market is different and needs a custom strategy. To study individual behavior keenly is the best way to come up with better marketing approaches. Agile marketers focus on customized methodologies over making a generalized system for all.
Collaboration
Collaboration is the best way to approach marketing. The hierarchy may affect the performance of individuals. Silo also gives rise to isolation. Therefore, collaboration is the focus of Agile marketing. Cooperation improves interactions and a welcoming environment is more inclined to produce meaningful results.
The ideology of Agile Marketers is customer-centric. They make sure to take note of the following:
· Satisfy customers with timely services
· Quick response to a change
· Frequent delivery of marketing programs
· Work on the nexus between business, sales, and development
· Invest in motivated and ambitious individuals
· Success through the build-measure-learn technique
· Consistency
· To fear failure
· Adherence to marketing principles and good design
· Simplicity
Scrum
To improve communication within and outside the organization is termed as ‘scrum’. Scrum is a comprehensive technique that ensures conformity of business aims with the sales staff. It also focuses on the effective responses for marketing.
This process of scrum is similar to that of agile development. It, however, differs on the iterative factor. Scrum is iterative, as it encourages short marketing experiments, periodic feedback and quick response to changes.
Useful links:
- https://www.ngdata.com/what-is-agile-marketing
- https://www.forbes.com/sites/forbesagencycouncil/2018/10/18/agile-marketing-five-tips-to-do-it-right
- https://moz.com/blog/6-values-agile-marketing-whiteboard-friday
