Agile marketing is a tactical marketing approach in which teams identify and focus their collective efforts on high-value projects, complete those projects cooperatively, measure their impact, and then continuously and incrementally improve the results over time. Also, Agile marketing is simply a less stressful way to be a marketer. And that alone makes it worthwhile.
Agile marketing is a tactical marketing approach in which marketing teams collectively identify high-value projects on which to focus their collective efforts.
Agile marketing teams use sprints (short, finite periods of intensive work) to complete those projects cooperatively. After each sprint, they measure the impact of the projects and then continuously and incrementally improve the results over time.
Agile teams may also determine that a project was not valuable and should not be repeated, but this is still considered a success. Agile marketing embraces failure so long as it comes with lessons and produces future potentially powerful projects.
The way that Agile marketing teams work becomes more clear when you look at what is typically listed as the “values” of Agile marketing:
Responding to change by following a plan
Rapid iterations over big-bang campaigns
Testing and data over opinions and conventions
Numerous small experiments over a few big bets
Individuals and interactions over large markets
Collaboration over silos and hierarchy
Agile marketing allows marketers to:
Respond quickly to changes in the market
Produce rapid campaigns that can be tested and optimized over time
Try lots of things and repeat the ones that succeed
Use input from other departments to augment marketing efforts
Justify choices in campaigns and projects with hard data
Collaborate with team members to prevent a tunnel-vision approach to marketing
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