What is Agile Marketing?
The agile methodology is a tactical approach that marketers use to analyze projects after completion to understand which actions will improve results for future campaigns. Agile marketing is fast-paced, so it requires greater organization and experimentation than other methods. Projects need to be updated regularly and completed quickly.
In a work environment that utilizes agile marketing, teams collaborate to narrow down which projects are of high value and to pin down an exact target audience for each one. If a project isn’t successful, meaning it doesn’t create enough value, it’s still considered fruitful because the team can examine the results to determine how to adjust it’s approach for similar projects in the future.
As you consider following an agile methodology for your marketing efforts, allow for time to learn how your team works together in this new format. Once everyone is accustomed to the new processes and goals involved, marketing will become smoother and hopefully easier.
Principles of Agile Marketing:
- Be Flexible: React and change during the process.
- Be Quick: Focus on small, quick campaigns.
- Be Data-Driven: Utilize all data from past and current campaigns to inform decision-making.
- Test Frequently: Continually implement small tests to refine your processes.
- Be Individual-Focused: Don’t group your consumers together; treat each individually.
- Track Project Progress Often: Know where you are in the project process at all times.
- Collaborate: Working together in the workplace is key.
Components of Agile Marketing:
- Sprints: Smaller projects that have a timeline of a few weeks.
- Stand-up Meetings: A daily meeting summarizing the team’s workload and any problems.
- Teamwork: Work together to achieve the best results.
Why Are Sprints Important?
An agile team implements sprints for a larger project’s completion. The purpose of this adaptive marketing strategy is to evaluate how teams do in a particular environment. Because each sprint is different and because there are many of them in a single project, you can learn what works best for various project types. Once a sprint is complete, you can analyze the strengths and weaknesses of the team and determine what was helpful or detrimental to the campaign. This facilitates deeper consumer consideration because you’re able to better inform your team about the consumer and the consumer’s needs.
Ideally, once your team gets comfortable with agile strategies, you can run multiple sprints simultaneously. For example, you could run multiple campaigns but use a different call-to-action in each one so that each sprint has a unique goal.
Benefits of an Agile Methodology
Goal-Driven
Agile values construct a marketing plan that takes into account short, medium, and long-term goals. Combine that with the emphasis on fast results and customer satisfaction, and the overarching project goal will guide decision-making.
Adaptability
The most valuable benefit of agile marketing is establishing your team’s ability to adapt to changes in the market and within your audience.
Data-Driven
Because of the emphasis on experimentation, you’ll end up trying a variety of tactics to learn what works best for a specific project type. You’ll also learn how to utilize hard data, like reports from the upcoming Google Analytics 4, to support marketing efforts. By analyzing data, you’re able to visually understand where time and effort are of the most value for your team.
Productivity
Working with other departments to implement a strategy helps prevent one point of view from leading a campaign. (This is the opposite of the flywheel effect, which needs one specific goal to implement the strategy.)
When Does Agile Marketing Work Best?
For a team to be agile, they’ll need to collaborate. So, make sure all members are team players who are focused and willing to tackle challenges head-on.
Since an agile methodology involves making quick decisions as changes and problems arise, quick thinking and experimentation are key for a successful team. Creativity, which helps with experimentation, and good communication skills are also both must-haves.
Open communication is necessary too. It helps hold teams and team members accountable, because everyone is aware of projects and priorities at all times. In fact, part of the agile methodology is the use of a kanban board, which is a visual representation of daily progress that teams can use to stay organized.
How Can You Implement Agile Marketing?
To summarize, go into your agile marketing efforts with a strategy and keep your team flexible and prepared. Transitioning to a new method may be difficult, and that’s expected. For help with a smoother transition, you may want the expertise of a marketing agency. At WKH, we focus on our client’s needs to strengthen their value in their industry. Contact us today to learn how we can help!
