Do you want to increase the speed, predictability, and transparency of your marketing process? If yes, then Agile Marketing is the way to go. It refers to using data and analytics to continuously source possible possibilities and solutions to queries in real-time, using tests quickly, assessing the results and quickly emphasizing.
When you leverage the power of agile marketing, you can easily run hundreds of campaigns together and generate multiple ideas every week. Most organizations using agile marketing think they’re working in an agile way. They believe that they have embraced some agility strategies and policies, such as testing and learning or trusting cross-functional teams. But when you look into it deeply, you quickly find they’re only partially agile, and they only get unfair benefits. Simply, if you’re not agile all the way, then you’re not agile.
What Is Agile Marketing?
Agile marketing is the long-term importance of a particular Agile methodology to manage and improve how a marketing team performs its operations. It requires a strategic vision along with short, medium, and long-term marketing strategies. It is different from traditional marketing in different ways. Such as including a focus o regular releases, deliberate experimentation, and a relentless commitment to audience satisfaction.
How To Implement Agile Marketing?
Now you have understood what agile marketing is, you might question how to implement agile marketing? Each marketing department will find the specific Agile format that works best for them, but Agile marketing implementation will have these four features in some form or style:
A sprint is a time duration your marketing team takes to complete a particular project. It ranges from two to six weeks. Some bigger forces won’t fit into a single sprint, so you’ll need to break those up into bite-sized pieces that you can take sprint by sprint.
Board To Track Project Progress
Whether it’s a whiteboard tool or specialized software, you need a centralized way to track your sprint that everyone has access to it.
While a person may own a project, the success or failure of the sprint holds on all the team members. Everybody has to be prepared to help and assist in the Agile marketing structure.
Stand Up Meetings
Every day, your marketing team needs to perform a brief check-in, in which each team member goes over what they did the day before, what they’re planning to do today, and what issues did they’ve faced. These issues should be taken into consideration immediately.
How Does It Help Agile Marketing Team?
With the following methods, agile marketing team members can reach their audience and meet the desired goals effectively and efficiently. Agile marketing allows marketers to:
- Respond quickly to changes in the market
- Create campaigns quickly that can be examined and optimized over time
- Try different things and repeat the successful ones
- Use input from other departments to increase marketing efforts
- Maintain choices in campaigns and projects with hard data
- Collaborate with team members to prevent a tunnel-vision approach to marketing
When you start getting more specific about looking at the possibilities on a project-by-project and sprint-by-sprint basis, the list of Agile marketing opportunities is limitless.
Role Of A Agile Marketing Team
Here is the complete guide on an agile marketing team works:
- Sets Team Expectations
When the right team is assembled, they align everyone on the initiative’s goals. After that, the team has a kickoff meeting to practice clearly that previous ground rules and norms no longer apply and to explain the agile culture and expectations: deep and constant collaboration; speed; avoidance of “business as usual”; adopting the unexpected; aiming for simplicity; data-trumping opinions; accountability – and above all, putting the product owner at the center of all decisions.
- Analyzes The Data To Identify Good Opportunities
In the second step, the team is encouraged to do the real work. The work begins by developing insights based on targeted analytics. The insights should aim to identify exceptions, issues, or opportunities in the decision journeys of potential customers. Every morning, each member gives a quick report on what they accomplished the day before and what they plan to do today.
- Designs And Prioritizes Tests
For each opportunity or issue, the team develops ideas on improving the experience and ways to test those ideas. For each system, the team designs a testing method and sets key performance indicators (KPIs). After the list has been generated, it is prioritized based on two criteria: potential business impact and efficiency of implementation.
- Runs Tests
After designing, they run a test to check whether the recommended changes worked or not. The team needs to communicate effectively – few meetings, and those are short and to the point – to manage an effective level of throughput, with a smooth production and approval process.
- Iterates The Idea Based On Results
The agile marketing team must have impeccable tracking mechanisms to quickly report the performance of each test. At the end of each sprint, the agile team questions to incorporate lessons learned and deliver results to key stakeholders. The scrum master resets priorities based on the outcomes from the tests in the previous sprint and extends to work down the excess of possibilities for the next sprint.
Should You Implement Agile Marketing?
If your team has an extensive workload, you must find a way to reduce the burden of your team. In this case, you don’t want to opt for Scrum that demands a lot of up-front preparation and even role changes.
On the other hand, if your team is stable, you can opt for a methodology that will give you the most important competitive advantage in the market. In this case, the Scrum ban may be the right starting point. With this in mind, choose a methodology that will help your team reach the potential audience and accomplish goals correctly.
Agile Marketing Is Not Only For You
Marketing is always integrated at every phase of the modern organization. It means that marketing’s relationships with other departments must lead your Agile transformations. To start explaining the tangle of your interdepartmental dynamics, think about the level of political capital your team appreciates. Do the managers have confidence that quality work will go out when you say it will, or do they see your deadlines and project descriptions as fantasies?
Agile Marketing Need Agile Marketers
No matter what methodology you adopt, your team must be agile to make smart decisions. It’s them who are going to make it work.
Are Your Marketers Willing To Go Agile?
If you want to leverage the power of agile marketing, you need to evaluate whether your team members are willing to change. Undoubtedly, versatility is crucial – but your team’s cross-functionality is almost as important as their openness to change.
Team Size Matters
The team size will help you decide about which methodology to choose. If you’re a beginner, you can go for Scrum if your team size is 5-9.
Marketing Teams Who Shouldn’t Go Agile
Agile marketing is all about managing the risk around complex knowledge work. If you don’t have any change in your work – you know 100% of the requirements before you start and nothing ever changes while you work – then agile may not improve your team.
Agile marketing is quickly becoming popular among business marketers. The flexibility it offers to business marketers speed up production reduces the amount of time spent in meetings, and maximizes the amount of time the creative team spends on actual productive work.
If creative teams can find a way to help them succeed in their Agile marketing process, they will be among the first to get the benefits of this new and impressive trend.