Agile marketing helps businesses to accomplish many goals, that too in a short period and a much faster rate. It leads to achieving goals without compromising efficiency and quality.
Genuinely agile companies experience continuous rapid growth, are more qualified to solve both internal and external obstacles, and have more satisfied employees. Today, digital technologies have made it too easy to become agile. Let’s move forward to learn what is agile marketing and how you can use it.
What is agile marketing?
Agile marketing is a data-driven marketing strategy that:
- Continually studies and acts on problems, solutions, and opportunities in real-time, utilizing data and analytics
- Quickly runs multiple tests at once and evaluates results
- Serves customers through the rapid solving of problems
- Can support many working campaigns at once, and can approach many new ideas weekly, when executed well
- Relies on real-time metrics rather than opinions and guessing
- Expects, welcomes, and promptly responds to change
- Lets changes and the acknowledgement to those changes guide marketing decisions, rather than always holding to an immovable plan
According to research, “agile marketing aims to increase the speed, predictability, clarity, and flexibility to change the marketing function.”
Agile marketing takes motivation from the software development process. Developers utilize this method to develop useful products and bring them to market swiftly. Often a developers team comes up with development objectives over a specific amount of time, maybe a week or two. Every team member gets assigned a few items. After the set time or once the project is complete, a study is done to measure specific metrics.
Alike to the software development process described above, agile marketing is a tactical approach where teams recognize and entirely focus their combined efforts on high-value projects. These teams finish projects cooperatively, scale their impact, and enhance the results over time, constantly and incrementally.
- To complete the projects cooperatively, teams employ a process known as “sprints.”
- After each sprint, they measure project outcomes.
- Then, they continuously and incrementally increase the results over time. So, the agile marketing process runs in a loop or cycle.
Whether a project was relevant or not, agile marketing embraces failure so long it comes with teachings and provides future potentially powerful projects. In other words, losing is a useful tool, as long as a team doesn’t yield the same way more than once.
Advantages of agile marketing
Agile marketing has many benefits to leverage. Here are the top advantages of agile marketing:
- Agile marketing demands a clear focus: Once you determine you want to achieve a goal, all your efforts should be focused on that particular objective. Several strategies have been tested over time to examine which one works best.
- Agile marketing enables you to get the most out of your team: Agile marketing empowers teams to react to change promptly. The team’s ability to adapt to new changes after examining iterations will allow companies to get the most of their teams.
- Agile marketing leads to constant growth: As stated above, agile marketing is inspired by analytics. It makes it possible to develop strong marketing strategies, supported by real-time data rather than blind guesses. If you are looking to increase conversion through SEO content, for example, you’ll discover ways to improve your content to encourage conversion, based on the data you accumulate.
- Agile marketing delivers precise results: Looking to improve your revenue? McKinsey & Company research shows that companies that have moved to an Agile marketing methodology see their income rise 20–40%. The fast sprints and regular interactions are integral to agile marketing support teams to measure their performance regularly.
Agile marketing vs traditional marketing
Many reasons are there to tell you why stirring to agile marketing is worth it. A traditional marketing strategy, where projects support a rigid and linear timeline, usually results in projects taking forever before completion. In contrast, the agile approach makes it simplistic for teams to achieve similar projects in sprints hence lead to better results. Let’s understand how agile marketing allows distinct advantages over traditional marketing.
- Agile marketing is collaborative: The agile method enables teams to work together to accomplish a common goal. Each team member participates actively for the project’s success. Agile marketing eradicates the traditional hierarchies and silos that usually result in projects taking much longer to achieve.
- Agile marketing is fast-paced: Agile marketing makes it simpler to split massive projects into short sprints of 2–6 weeks. During those sprints, teams engage, and every member talks about what they did and what they intend to do. And throughout the frequent stand-up meetings, difficulties are addressed, new aims are set, and progress measured, to hold the sprints on the track.
- Agile marketing is driven by analytics and testing: Agile marketing is driven by real-time data analytics to continuously source encouraging opportunities or resolutions to problems in real-time, using tests instantly, assessing the results, and rapidly emphasizing.
- Agile marketing is rapidly iterative: This empowers teams to make changes to the content already created. It is where the agile approach is employed in content marketing. New versions of content are generated that advance performance and as well as address customer needs.
Agile marketing features
Let’s have a glance at the essential features that each team must count while implementing agile marketing.
- Sprint: This is the length of time given to a team to complete its current projects. Usually, ranges from two to six weeks.
- Teamwork: In the agile framework, every member of the team has to participate even when one of the members has the project.
- Board to track project progress: There has to be a centralized way to follow your sprint that everyone has access to. It can be software, whiteboard, or anything else that will assist you in tracking progress.
- Stand up meetings: Each day, a team requires to have a brief discussion.
- During this meeting, every team member has to tell what they did the prior day, what they plan to do that day, and the difficulties they may have found.
- Also, the team recognizes issues and roadblocks that are stopping them from reaching their sprint goals. These challenges are addressed before the session ends.
- The regular stand-up meeting aids smooth out most obstacles, such as delays in emails because someone is sick.
- This strategy makes sure that every team member is up-to-date on projects and progress, putting everyone on the same page.
The agile framework
The agile framework is built of seven principal components, starting linearly but instantly turning into a cyclical model.
- Procedure: Start by establishing your goals for the project. First, you’ll need to check your current tactics. For instance, if you plan to concentrate on content, find out what sense your audience gets from your content and what they’re still seeking. Examining your contemporary strategies and tactics assists, you understand what is working and not working for you.
- Launch: Issue a launchpad website (and/or another launchpad campaign, like a social media page) as quick as you can, and make sure it is Life. It will quickly empower your business to start gathering performance data you can utilize for redesigning. A launchpad website is simple to create.
- Continuous improvement: Based on the data you accumulate about the performance of the launchpad site, your team will be able to recognize necessary changes to make during sprints. Remember to analyze your results with the goals you set during the strategy stage.
- Plan-Build-Learn-Transfer (cycle of continuous improvement): For iterative development and constant improvement, you must repeat this cycle: plan, build, learn, transfer.
- Plan: Decide what you want to accomplish during your sprints. It is during this process you pick items from your wish list.
- Build: Build the launchpad by achieving your tasks. Remember to introduce ways of collecting your performance metrics.
- Learn: Analyze the data from your tests to see what is working for you and what is not.
- Transfer: Lastly, share the information gathered after your current launch stage, so your team can decide what adjustments to make in the next iteration.
The agile marketing process
To obtain continuous improvement, marketing teams need to follow the Agile marketing process by constantly setting up goals and accomplishing targeted tasks.
- SMART Goals: The agile process depends on the setting of SMART goals: specific, measurable, achievable, relevant and timely. Goals must be prioritized and revisited in forthcoming iterations.
- Journey mapping: You have to put your prospects on long-term goals. Planning out a long-term marketing strategy with planned goals and tasks ensures your team stays on track.
- Key performance indicators (KPIs): It is important to come up with KPIs that you will run with as you test your launchpad. KPIs let you understand what you need to adjust in the subsequent iteration.
- Personas: Generating descriptions of your ideal audience members will lead the development of content and features in your launchpad.
- Sprint: The agile process is like a sprint, not a marathon. Sprints are fast and short bursts of activity that empower your team to make a website or other campaign live in a matter of weeks.
- Jobs to be Done (JTBD): JTBD is a tasks list that needs to be completed. These tasks are organized during frequent meetings. JTBD will also incorporate wish list tasks that you need to save for a future time.
As the marketing aspect proceeds to change, and traditional marketing strategies become less important each day, businesses must be prepared for the future. For businesses that want authentic, fast results, the future is agile marketing.