Agile development has been in use for quite a number of years. Agile marketing, on the other hand, is a relatively new practice. Agile marketing practices are based on the original Agile Manifesto. But, agile marketers have added their own principles that are specific to agile marketing management in particular. If you want to become an agile marketer, you need to make sure your marketing strategies align with these five fundamental agile marketing principles.
Data Over Best Practices
The first principle of the agile marketing manifesto is to validate data over conventions and best practices. Agile marketing strategies should be based on customer analysis, testing and data, not traditional best practices. Marketing best practices will not help you develop innovative ad campaigns that blow the competition out of the water. Be willing to use market testing and data analysis to develop new marketing tactics. This is a required part of becoming an agile marketer.
The next Agile manifesto principal is to prioritize collaboration that benefits customers, instead of traditional hierarchical management structures. The traditional hierarchy management structure and departmental silos are not compatible with new agile marketing processes. Instead, you should be passionate about participating in a collaborative work environment that focuses on working together to improve the customer experience and their outcomes overall. This will help you to prepare for an agile marketing environment that defies the standard management hierarchy conventions.
Flexibility Over Rigidity
Agile marketing requires flexible planning over traditionally rigid campaign planning and projection mapping. You should still do some planning, of course. However, that planning should leave room and flexibility to adapt to unexpected changes and challenges. Micromanaged marketing campaigns that plan out every single aspect ahead of time do not allow you to adapt and respond to consumer needs and requests. This does not comply with the agile marketing principles, which place the customer at the center of all your efforts. Keep this in mind when you begin planning agile marketing strategies.
One Size Does Not Fit All
When it comes to agile marketing, one size fits all approaches are not compatible. One size fits all marketing does not help you achieve your goals. Individuals are the focus in agile marketing campaigns. That means that your tactics should be tailored to specific types of consumers. Personalization and customization are key if you want to become a part of the agile marketing movement.
Small Experiments Over Big Bets
Agile marketing utilizes small experiments instead of the large bets made on lengthy advertising campaigns that used to be the standard. Large campaigns based on best practices and other marketing conventions do not align with agile marketing manifesto principles. Instead, be willing to test out new ideas with smaller experimental advertisements in response to testing data or customer needs. This is required if you want to start using agile marketing tactics.
Agile marketing strategies are less about planning and more about adapting and responding. These tactics can help your marketing department improve their operations and experience better campaign results. Consider whether your personal beliefs align with the agile marketing principles detailed above. Then, you can decide whether or not you want to operate by the standards of the Agile Manifesto for marketing. Let us know what you think about these new agile marketing trends in the comments below.
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