Agile methodology is commonly seen in software development and some project management styles. The method is gaining ground in marketing due to the changes that digital channels and new technology are bringing to the table. Agile marketing utilizes real-time data analytics and feedback, empowered teams and collaboration to drive a more responsive marketing strategy. An agile methodology is more than a way to speed up your reaction times to a changing marketing world. The Agile Alliance reports that companies have used agile methods to improve profits by up to 30 percent.
The Agile Manifesto
An agile marketing strategy following the principles of the Agile Manifesto and revolves around being able to react quickly to market disruptions. The biggest priority is to build the plan with change in mind. You don’t solely rely on a plan to guide your team’s actions. You adopt a flexible framework that can accommodate quick project shifts. You’re controlling planned chaos, in a way. You use real-time data analytics and other feedback sources to adjust your marketing efforts to optimize your competitive advantage. Finally, you adopt a strong focus on collaboration among the marketing team and throughout other departments, such as sales and customer service.
Trial and Error in Modern Marketing
Software development uses an agile methodology for iterative and incremental development. In modern marketing, you use this model for the trial-and-error process. You have the resources and support to test out marketing methods and gauge your successes and failures. An example of this, is A/B testing. If you’re developing a campaign, you can use an A/B test to see how the market responds to a variety of combinations of text and images. By using an A/B test you can quickly see how well campaign A is doing as compared to campaign B. Once determined, you can adjust quickly and continue with the stronger campaign to optimize your budget.
This concept of trial and error with agile marketing, enables instant feedback so your marketing can quickly adapt to your audience and deliver marketing messages that resonate with your audience and drive conversions.
How Agile Marketing is the Way of the Future
In traditional marketing, you follow a plan created months in advance. You have little, if any, leeway to change the plan to react to current events or other market disruptions. Your team has set duties without cross-functionality, and the marketing team may lack the ability to collaborate with other departments.
Agile marketing has recently formed the Agile Marketing Manifesto and utilizes collaboration, technology, and flexibility to create a marketing strategy capable of surviving in a world with constant market disruptions. Instead of falling behind on the latest social media trends, you can take advantage with agile marketing and fuel your modern marketing efforts. This new methodology is also known as empirical testing. Empirical means that you have a hypothesis based on observation or actual experiment and then you have tangible results derived through testing. Agile marketing creates opportunity to test marketing intuition and derive empirical results to support or counter those hypothesis. Because Agile marketing shortens the time span between the planning and execution stages, it’s now much easier to adapt on-the-fly and be able to continuously improve campaigns moving towards content personalization.
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