What Is Agile Marketing?
Agile marketing is a concept that makes dynamic use of evolving trends, innovation and technology, human intervention and an adherence to facts and figures rather than preconceived conventions or inflexible approaches.
What is agile marketing can be best described by considering the five integral features or characteristics of the concept –
- Responding to change over following a plan
- Testing and data over opinions and conventions
- Numerous small experiments over a few large bets
- Engagement and transparency over official posturing
- Collaboration over silos and hierarchy
Here is a comprehensive outlook of the key characteristics of agile marketing.
Responding to Change
Change is the only constant phenomenon. Businesses always wish to churn out a profit at the end of the financial year and that objective doesn’t change, definitely not when it is marketing was talking about. However, the paths chosen to accomplish the objective would have to be responsive to change.
A marketing campaign that worked the previous year may not work this year. Hence, it is important to note the changes that happen in the world, market, in the business, lifecycle of a product or service and also the sensibilities of everyone involved.
Following that, a business should chalk out a plan that adapts to those changes and not just one being thrust as per conventions.
Focus on Teams & Iterations
Individuals or employees are the pillars of success for any organization. With the advent of technology and various digital innovations, it is important for any business to use such resources but not as a replacement of human communication or proactive intervention of staff.
Marketing ideas are not borne by devices or shunted correspondences but by better team building and by having people performing at their best while using state of the art technology. To simplify this, a business should always use the latest mobile computing devices and various contemporary software but not without proper training.
All facets of technology must be used to make staff comfortable with what they do, it should look at enhancing team building and communication or correspondence among team members, so on and so forth.
Using technology must be a privilege and should not circumscribe the scope of human resources.
Data is of Supreme Significance
Data should be collected and assessed to devise a marketing strategy. Analyzing data to understand the success of a campaign is imperative to a successful marketing campaign.
It is data that determines the success and failure of any exercise. Agile marketing stresses on the use of data from conceptualization of a strategy to post-marketing scrutiny.
Data can offer you a glimpse into the grassroots without any need for lengthy and complicated assessments. If your statistics show that a certain marketing initiative online or in conventional media is not generating enough buzz then it is not working. There shouldn’t be any speculations or presumptions that defy what the data indicates.
Lots of Small Experiments
Rather than opting for huge investments and only having a handful of expensive marketing campaigns, agile marketing promotes small experiments, that are less expensive and spreads across larger markets to make a greater impact.
With new avenues such as social networks, social media, online video sharing sites and SEO, small experiments make more sense today than the days when TV was the omnipotent mass media. Rather than opting for a huge print ad, companies can now opt for several small ads online and try to reach out to a larger audience and also stay online for a longer period of time.
Video sharing portals have made broadcasting of videos simple and inexpensive. A business can always have an expensive commercial on TV but it is much safer and cost-effective to run channels on video sharing platforms and airing several videos to make an impact.
Establish Feedback loops
Flexibility is quintessential in agile marketing. Feedbacks must be recorded and any marketing strategy should be tweaked and redeveloped if necessary based on the feedback and all data assessed.
Having a one-way chain of command or blocked hierarchy is not conducive to success. One of the most common mistakes made by businesses and marketing companies is that they consume a lot of time to review the existing marketing strategies.
There should be a plan to execute a campaign to perfection, there should also be an exit strategy or a new one to replace it as per the feedback that’s generated. This would hold key to whether a company manages to strike the right chord each and every time.
Agile marketing is an approach that takes legacy-marketing tactics to a new level. This approach to marketing is becoming widely adopted and helps teams deal with the ever-changing landscapes of business.
We would be interested to hear what kinds of Agile marketing methodologies you are currently using and how they have impacted your business. Feel free to share these in the comment section below.