Agile Marketing: Four of its Benefits you can gain
Agile methodologies are rapidly being implemented across a range of industries. By incorporating an Agile mindset into their structure and processes, businesses can reap the rewards of this innovative form of project management. Digital marketing is a fast paced industry that is constantly seeing new changes being introduced. An agile mindset is particularly suited to the marketing industry. Digital marketers can benefit from various advantages offered by becoming agile. Agile marketing can help improve business processes.
First let’s discuss what Agile marketing actually is.
What is Agile marketing?
Agile in marketing is the implementation of Agile methodologies, such as Scrum, to manage and improve business structure and processes. Agile digital marketing is a way of managing the marketing departments projects and campaigns. In other words’ it allows businesses to deal with the fluctuating priorities and changing needs of the customer. In addition agile marketing employs a set of unique methodologies to achieve the desired results. Agile aims to drive growth by focusing team efforts into delivering the best value to the end-customer.
Four benefits that Agile marketing can bring to your business
Let’s get into four of the benefits marketers and businesses can expect to gain when investing in Agile Marketing
When one thinks of agility, one thinks of speed and rightfully so. Agile teams are self -sufficient and small therefore leading to higher productivity and efficiency. Non-agile marketing campaigns tend to enter the market at a slower rate than agile strategies.
Agile focuses on frequent releases, short-term needs and intentional experimentation. Its commitment to audience satisfaction enables a streamlined iterative process based on feedback received from consumers which leaves room for adjustments should the need arise. Agile teams have one shared vision which leads to higher quality work and increased productivity.
Teams are constantly analyzing data making it easier for them to complete tasks and prioritize workflows. Teams increase productivity by allocating resources to the right place in order to reach maximum productivity.
Agile does away with the traditional marketing development cycles. Instead, agile marketing presents marketers with a wider variety of concepts that teams put into the market to test the success of these concepts. Agile places value in real-world feedback, this allows marketing teams to respond quicker and be more productive.
Agile teams are more specialized and are therefore more focused on their projects. Agile marketing facilitates transparency between different departments within the organization. It gives management, sales and development teams’ access to see what marketing is working on. it allows the entire company to see where resources are most needed, distributed and when resources are used.
A lack of transparency has a negative impact on the quality of work produced because without transparency around an organizations input and output processes, it is difficult to make informed decisions. Consequently, if a team is unable to make informed decisions they are incapable of delivery quality to customers. However, when agile marketing is put it in place the rate of such risks are reduced.
In addition, agile also encourages transparency between marketing teams and consumers. By having honest and open client interactions the reputation of the brand is boosted positively. Consequently transparency allows the agile teams to be held accountable for their work.
When it comes to agile marketing, flexibility is one of the key traits. Flexibility allows the team to detect problems and to actively find ways to improve them. Moreover, the collection of data driven insights along with the speed of Agile marketing allows marketing team’s time to adjust content based on the feedback they receive.
When applied to marketing flexibility leads to responsiveness based on data-backed insights which allows marketing teams to course-correct according to the feedback received. This in-turn increases efficiency and effectiveness.
Flexibility allows agile marketing teams to adjust and keep up with the latest trends and breaking news. The advantage of being able to learn from current events and to quickly react to the popular opinions of the public makes agile campaigns more engaging and dynamic which increases their sustainability.
The agile methodology emphasizes the importance of measurability and accountability. The aspect of constant measurability makes sure that campaigns are being monitored on a consistent basis. Agile marketing teams have access to real-time and performance data which allows them the ability to make changes to better their campaigns.
Non-agile or traditional marketing methods only allow marketers to make changes based on data and results collected from previously completed campaigns. However, when it comes to agile marketing, the consistent analysis of data allows marketers to act quicker and make the needed changes at any stage.
In addition, agile marketing teams are constantly running small tests and measuring results. The measurability of agile marketing improves the long-term sustainability of campaigns, agile methodologies ensure that by consistently making the necessary small changes projects are kept relevant within the current business climate.
Businesses make use of many different strategies to increase their efficiency. Agile marketing is a quick, analytical strategy that can help businesses reach their desired efficiency level. By implementing agile marketing methodologies teams can develop a system that truly benefits the business. There are many advantages when it comes to adopting Agile methodologies such as increased productivity, improved team communication, transparency and improved campaign results. Agile campaigns guarantee that the results from campaigns are maximized by consistent monitoring. Results from previous campaigns are taken into account and are applied to the next campaign in order to avoid similar mistakes in the future. This keeps campaigns competitive and continuously improves the return on investment.
Team Kapost, n.d, The Benefits of Agile for Marketers and Brands, [online]. Available at: https://uplandsoftware.com/kapost/resources/blog/agile-marketing-benefits/
Fryrear, A., April 2020, Benefits of Agile Marketing: Stats You Need to Know, [online]. Available at: https://www.agilesherpas.com/blog/benefits-of-agile-marketing
Hire digital editorial, 17 September 2021, Benefits of Agile Marketing, [online]. Available at: https://hiredigital.com/blog/benefits-of-agile-marketing