In today’s fast-paced, multichannel digital world, marketers no longer have the luxury to spend months crafting large projects; they must innovate and produce on the fly and respond immediately to market disruptions. Marketing programs that take months to build and budget for can be rendered irrelevant before they even launch, doomed by a sudden shift in market conditions or a new competitor with an innovative business model.
Today’s connected customer is ‘always on’. You don’t have a small window in their day to try to reach them anymore, as they’re switching from screen to screen, device to device, and with such limited spans for attention, you have to be able to keep up. To be a customer-centric business today means that you as a marketer need to be able to think, and act, in real-time. In other words, you have to be agile.
Agile Marketing is an approach to marketing that takes its inspiration from Agile Software Development, and that values:
• Responding to change over following a plan
• Rapid iterations over Big-Bang campaigns
• Testing and data over opinions and conventions
• Numerous small experiments over a few large bets
• Individuals and interactions over target markets
• Collaboration over silos and hierarchy
Agile Marketers follow a process designed to increase alignment with the business goals of the organization, to improve communication – both within and outside the marketing team, and to increase the speed of marketing. The process is iterative, allowing for short marketing experiments and frequent feedback. It shortens planning cycles to days or weeks from months and years, promoting a more responsive approach to marketing.
Techmantu’s Agile Approach to Marketing
At Techmantu, we adopt an iterative approach in our client engagements. It involves using small teams to execute digital marketing tasks in a rapid manner, with daily quick-reviews and weekly detailed reviews. The launch of every major stage of the project is preceded by a formal, deep-dive strategy session involving all important stakeholders, during which time task-lists are developed and roles are assigned.
Are you using some incarnation of agile marketing in your organization? If so, we’d love to hear your perspective and experience.