Agile marketing is a method that uses the practices and principles of various agile methodologies. It may include cross-functional and self-organizing teams that work repeatedly with recurring feedback. This method needs short, medium, and long-term marketing goals along with a strategic aim. Some of the major differences between agile marketing from conventional marketing are
- Focussing on recurrent releases
- Intentional experimentation
- Uncompromising efforts to satisfy the audience
The real agile framework was developed from the Agile Manifesto. Agile marketing also has an Agile Marketing Manifesto which serves as a guide and reference. A group that was formed to share different agile marketing concepts, successes, and failures, created the Agile Marketing Manifesto in 2012. The group also consolidated the concepts of other unique marketing manifestos. From then on, the manifesto is guiding many marketing teams interested to become agile.
According to the Agile Marketing Manifesto, the most important values of Agile marketing includes
- Targeting on customer value, as well as, business outcomes rather than various activities and their outputs.
- Try to deliver early values and wait for maximum perfection.
- Using data and experiments for learning rather than conventions and opinions.
- Using cross-functional collaboration instead of hierarchies and silos.
- Adapting to changes rather than following a fixed plan.
Implementing an agile marketing plan is different from traditional organizational concepts. However, every version of this agile marketing methodology has multiple key features.
Features of agile marketing
All victorious agile marketing teams follow four major features.
- Collaboration and teamwork
Teams are the basic platform of agile marketing and they use the best agile methods to work. Popular work hierarchies and silos will be replaced by limitless collaboration within the team. Each project ensures the participation of every team member in one way or the other. Meetings and communication channels across the whole team can be used to promote collaboration.
- Decision-making using data
Agile marketers use a data-driven method in their marketing campaigns. Even though almost every marketing team uses data, agile teams are completely driven by it. They bring new experiments to increase the performance of their team and depend on data to adjust and measure their efforts.
- Repetitive and rapid releases
Most agile marketing teams utilize sprints, which are short periods used when a scrum team struggles to complete a given set of work. Thus, teams can manage small work in the sprint period to bring repetitive work releases. As these works are short, you can easily modify your action plans once or twice a week.
- Following the Agile Marketing Manifesto
Agile marketing teams strictly follow the rules and principles mentioned in the Agile Marketing Manifesto. The manifesto has ten principles and five key values that are important to gain marketing agility. All these principles and values highlight the practices chosen by a team such as kanban boards, sprints, and standups. These explain the answers to “why” that lay behind “what”.
Many businesses are realizing the benefits of agile marketing and therefore, it is rising in popularity these days.