Agile marketing is defined as using data and analytics to continuously adapt, solve, and provide solutions to problems in real-time. An agile marketing strategy adopts agile software development principles such as test, run, measure, and optimize.
Agile marketing involves data-backed decision making which helps with improving the efficiency, speed, adaptability, transparency, and predictability of the marketing function.
For example, you need to launch a marketing campaign in less than 2 weeks. How you go about achieving this goal in agile is by building a team and defining their individual responsibilities for the launch and running daily sprints with your team to build, test, analyze and optimize the campaign. This way you’ll be able to identify any roadblocks and ease the flow for achieving the desired goal.
Core Agile Marketing Principles:
- Individuals and interactions over processes and tools
- Responding to change over following a pre-agreed plan
- Working [something] over comprehensive documentation
- Customer collaboration over contract negotiation
Empowering marketing teams means seeking an agile approach of their own, but it also means you have to spend more time learning about the available options. It all depends on the framework you choose to go with.
- Kanban – This framework is all about flow. It’s designed to create a system that continually delivers value to a customer, and it does so through creating visibility and focus.
- Scrum – Scrum methodology focuses more on recurring incremental delivery.
- Hybrid – A framework that combines aspects of Kanban and Scrum methodologies.
Benefits of Agile Marketing:
- Improves project management and gets measurable results
- Increases marketing efficiency
- Makes room for innovation
- Delivers better ROI with less marketing costs
- Focuses on growth
- Prioritizes customer-first marketing goals