Why Agile Marketing should become every marketer’s priority

Wednesday 20th, February 2013 , ,

Considering that digital marketing is so dynamic, it is only rational that businesses should adopt agile marketing practices to stay on top. Here are some more reasons why it should become marketers’ priority.

The much-talked about Super Bowl proved two things to marketers this year:

a) Real-time marketing can actually make an impact

b) The state of being ‘agile’ is a great strength for a marketing team to have

The ideology of agile marketing has been doing the rounds for a while now with the term being touted as one of the digital marketing buzzwords for this year. Here’s a short explanation on what it actually is and why it is relevant.

Agile marketing is essentially a marketing-centric spin-off from agile software development. It means exactly what it sounds like – indulging in agile marketing practices and strategies. It is the ability to adapt and grow based on findings and consequent changes in marketing strategies. It is powered by intuition. Brands rising to showcase marketing prowess during the Super Bowl power outage such as Oreo, Audi and Tide displayed some of the basic elements of agile marketing. This article includes some more great examples of how brands have put agile marketing to work.

Scott Brinker, CTO at ion interactive, explains how everything is marketing and how everything is agile. Brinker says the old marketing methods of planning, creating, distributing and measuring are not working anymore especially because customers are agile. So as a marketer if you wish to make your efforts customer-centric, you need to necessarily be agile as well.

At the core of agile marketing are some basic elements such as:

  • Focus on individuals and interactions with them
  • Response to change
  • Customer collaboration
  • Working experiences
  • Emphasis on testing and data
  • Working with multiple small experiments than a couple of big risks
  • Transparency in operations
  • Rapid iterations
  • Constant feedback loops
  • Breaking out of silos

Read more about all the elements that constitute agile marketing here.

When organizations choose to adapt to this style of marketing rather than conventional marketing methods, they eventually become more participative, responsive, independent and transparent in terms of operations.

What a lot of marketers are wondering, however, is why the concept of agility is required at all in marketing. Here are some not so surprising reasons:

  • Setting out annual plans can be very restrictive and counterproductive especially in an era where customer attention is shifting at breakneck speed
  • Being responsive is the only sure-fire way for businesses to survive
  • Prioritization on what’s important
  • Relevant messages delivered to audiences when it matters
  • Quality engagement with target audiences

Being an agile marketer doesn’t really need a whole lot of training. It merely needs a new approach when it comes to thought and operational processes. Some simple ways to become more agile include using brief outlines instead of detailed plans, applying responsive strategy as opposed to structured rigid strategies, leading with individuals who can drive quick results and holding quick, frequent meetings to stay on top of things.

 

 

References:

http://blog.xerago.com/2012/08/gettin-to-know-trigger-based-marketing/

http://getchary.com/will-banks-win-with-the-data-led-targeting/

 

 

 

 

 

 

 

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