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The marketing landscape is changing at a rapid pace. As such, traditional principles of content generation have become ineffective. It takes time to develop quality content. By the time your content becomes live for the audience, the interests and needs of the target audience might get changed already. This is wherein the role of Agile Marketing comes in.
Agile Marketing allows marketers to publish content on the go while reworking the same depending on the overall performance. With the help of Agile Marketing, organizations can respond to relevant changes in the market as they adjust the approach to marketing accordingly.
The Agile approach to the concept of marketing gets its inspiration from the software development process. Software developers out there make use of Agile methods for speeding product to market. Marketers can consider using Agile techniques for ensuring that content reaches the target audience quickly.
What is Agile Marketing?
Agile Marketing can be regarded as the mechanism to plan, manage, and evaluate market activity on the basis of the principles of the Agile methodology.
In the recent era, practices related to the Agile methodology have become famous in the marketing industry –reflecting the overall growth of digital methods towards gathering data and communicating with the customers.
How does Agile Marketing Work?
The agile mechanism of marketing incorporates a set of specific principles. Here are some;
Rapid Iteration: In Agile Marketing, the sprint cycle often features three phases of building, measuring, and learning. The team aims at delivering shorter projects featuring a sprint timeframe –like marketing campaign iterations.
Responding to Change: Agile marketing teams are mostly known to function in shorter periods of activity. The popular ‘Scrum’ mechanism in agile marketing has periods –referred to as ‘sprints.’ These usually last for around 2-4 weeks.
Importance of Data and Testing: Marketing strategies are tested on a smaller scale with the help of advanced methods like A/B testing. Here, audiences are delivered marketing communications.
Experimentation: Teams involved in agile marketing set aside some working capacity for the purpose of experimentation. This might imply activities like trying some new marketing method or channel, creating some brand, or inventing some solution to a typical marketing challenge.
Getting Started with Agile Marketing
#Creating the Agile Team Structure
It can be quite a challenging one. The concept of Agile Marketing requires the presence of a well-integrated team. Therefore, if there are existing ‘siloes,’ it is required to be broken down. For instance, if your company features departments including social media or SEO operating independently, the team members of the departments need to start working collaboratively.
The switch made to Agile Marketing should be reflected in the respective contracts of the team members. It is crucial to decide what is important to the team to achieve the desired success.
#Establishing Agile Processes and Platform
Once the team members are aligned with the respective Agile team structure, you can commence the implementation phase of Agile processes and platforms for powering your marketing strategy.
Agile marketing always receives support from a dedicated project management platform. This offers the platform for the assignment of tasks to the team members, documentation of progress towards goals, and effective collaboration on tasks.
Most agile marketing teams out there make use of software solutions for adopting data-intensive measures and learning phases of the entire agile life cycle. The overall leadership of the agile teams will also have a major role in ensuring project management marketing.
Onboarding clients and team members onto the respective Agile Marketing setup will represent a new start for the teams. Agile marketing teams often include a project manager for leading the onboarding process. The project should regard the development of a tailor-made agile marketing scenario for the entire team.
Understanding Team Structure in Agile Marketing
If you were to understand the difference between traditional work processes and agile marketing, it is with respect to the team structure.
Typically, agile marketing teams feature a flat team structure. Team member, in the given case, are encouraged to collaborate on projects freely while working across different departments for the delivery of goods with the help of any approach that they prefer.
Additionally, there is a factor of leadership with respect to agile marketing. Senior team members will make major decisions on the direction of the team. A project manager is responsible for seeing the activities related to the agile marketing approach.
Understanding the Agile Framework
The agile methodology is known to be built on a specific framework for turning marketing design and development into an ongoing process.
Strategy: It is concerned with setting specific goals for the project. You should monitor the current tactic. Decide which aspects are must-haves and what are not essential currently.
Launch: As you take your website live quickly, it will allow you to gather performance-centric data such that you can plan out the re-design process. You can create a Launchpad website within a month.
Constant Improvement: Depending on the data about the performance of the launched website, your team can start identifying improvements that are required to be made. Compare the results with the respective goals during the strategy phase.
Planning, Building, Learning, and Transferring: Iterative development along with continuous improvement requires repeating the cycle of planning, building, learning, and transferring.
Agile Marketing Campaigns
Agile methodology is known to work excellently for campaign workflows. There is no requirement of setting and forgetting the workflow for the entire duration of the campaign. Rather than this, once you are ready with your emails as well as landing pages, you can observe if they are meeting your performance-centric goals.
With only a few companies leveraging Agile Marketing processes and strategies, Agile marketing can offer your business a competitive edge. You can stand out in the industry by adopting the revolutionary Agile marketing methodology today.
Marketers use agile marketing to
Rapidly respond to key challenges in the marketplace
Iterate and build marketing campaigns that can be quickly AB tested with growth experiments
Test various options, scale down on what is not working and double down on what works
Generate measurable and meaningful data to validate marketing decisions, budgets and allocate resources
Collaborate with other teams and stakeholders as an equal partner based on transparency and verifiable data home