Agile marketing focuses on speed, flexibility, collaboration, communication, and data – key qualities for thriving in today’s marketing landscape.
Marketers like to think of ourselves as agile – responding in a heartbeat to latest trends, market moods, and the needs of different brands, established and on the rise. We’re like cats, ducking and twisting and always landing on our feet.
Although, like cats, a lot of marketers spend their time curled up on the windowsill, falling back to doing what we’ve always done because it’s comfortable and known.
Smart marketing cats know, though, that our superpower is our agility, and an increasing number are achieving success through agile marketing.
Agile marketing focuses on speed, flexibility, collaboration, communication, and data – key qualities for thriving in today’s ever-evolving marketing landscape.
Agile marketing empowers marketers to quickly adapt campaigns and respond with new strategies in near real-time, leading to an invigorated team and marketing success.
Here’s how you can up your game with agile marketing.
What is agile marketing?
Agile marketing applies the principles and practices of agile methodologies to the marketing world.
Put simply, agile marketing puts an emphasis on the frequency of campaigns and updates, deliberate experimentation with an eye on constant improvement, and an audience-focused approach.
Agile marketing is courageous. It’s not afraid to try something new, and to constantly learn from data and adapt accordingly.
What are the features of agile marketing?
Agile marketing is recognisable by four essential characteristics:
1. Teamwork and collaboration
Forget traditional work silos and rigid hierarchies, agile marketing favours open communication and shared responsibilities through effective communication channels.
2. Data-driven decision-making
Data is the cornerstone of agile marketing, and embrace continuously experimentation and the use of analytics to measure outcomes and refine strategies.
3. Rapid releases
Agile marketing favours small, incremental updates that can be refined and adjusted frequently.
4. Core marketing values
Despite its new way of approaching marketing, agile marketing continues to use the principles of traditional marketing including the who, why, what and how.
What are the benefits of an agile marketing approach?
One of the reasons agile marketing has become so popular is the increased speed and efficiency of delivering value. Enhanced communication between teams, fewer sign-off processes, and empowering individuals to make decisions, means people are more creative, energised and confident.
Agile marketing welcomes transparency and collaboration and encourages visual management and communication. Add to the mix an emphasis on customer experience and feedback, and you’ve got a recipe for marketing success.
Flexibility, as well as embracing learning and changing, means marketing is able to move from the ‘same old, same old’ to a more relevant and intelligent marketing process.
The greatest benefit of agile marketing, though, is that it’s rooted in data. Information from experiments can be used to make informed decisions about the types of future campaigns, and how, when, and where those campaigns enter the market.
Why should marketers adopt agile marketing?
Agile marketing is outcome-driven, enabling marketers to assess success in short intervals and make swift adjustments when strategies aren’t effective. By applying agile methodologies, marketers can experiment broadly, refine what works, and base decisions on data-driven insights.
Agile teams are collaborative and self-directed rather than siloed and hierarchical, fostering flexibility in campaign development and execution. This dynamic approach makes it easier to pivot quickly and respond in real-time to customer needs and market trends. As a result, agile marketing enhances competitiveness, efficiency, and productivity.
How can agile marketing help marketers succeed?
A core principle of agile marketing is collaboration, which fosters close alignment and open communication with stakeholders and customers. This alignment increases the likelihood that marketing campaigns will effectively support an organisation’s growth objectives.
Key benefits include improved handling of fast-paced workflows, enhanced clarity about marketing’s role in driving organisational success, and the freedom to experiment with new opportunities.
Speak to the marketing experts
The agile cats at Assemblo know a thing or two about agile marketing, and we know the difference it can make to brand development and the growth in bottom line results.
Assemblo is a full-service marketing agency based in Melbourne, and to find out how we can help your business, give us a call on (03) 9079 2555 or send us a note via the contact form below.