How do the different roles in marketing align to the agile approach and what are the gaps that need to be addressed to do agile marketing?
- If you believe marketing should drive undeniable business value, then there really is no other way to approach marketing today other than agile. So you might be wondering, who is agile really a good fit for? Well, the little known secret is that this approach can be used in all types of marketing. It can be leveraged to drive greater productivity from your marketing in the digital space, from public relations, from branding initiatives and all the way through to media and creative. So let's consider a public relations initiative.
Positive word of mouth for your products and services is a huge driver of business success, and PR generates the kind of credibility that you need. Often it's a mystery though which PR project drove an increase in word of mouth. With agile, you'll have the data that you need to connect those dots all the way back to revenue. Another example would be a large rebranding project. Obviously, there's a lot of risk involved when taking a new brand to market without validation. Well with agile, you can tune the voice.
You can tune the expression of your brand in a way that's fresh, in a way that's ground-breaking, but really also in a way that makes a real connection with your customers. This type of relationship has the ability to catapult your brand's success. And consider this. One of the biggest challenges marketers face today is speed. It takes most marketers six to nine months or more to get a new campaign out to the marketplace. That's a long time considering how quickly the world moves these days.
Agile marketing provides a framework for continuous delivery, meaning you can focus on moving forward iteratively, one step at a time. You can drastically speed things up this way. You come up with a plan. You implement the plan. You assess how well it worked and learn from your mistakes and successes. And then you cycle those learnings into the next iteration. You're constantly moving. You're constantly making progress. You're constantly validating your assumptions with the market. So this is a great fit for media and creative solutions as well.
Literally, any marketing program today can be transformed into an agile marketing program which combines strategy, implementation and analytics in a way that creates flow and creates speed.
- Who needs agile marketing?
- Triangulated vs. circular workflows
- Core values of agile marketing
- Data's role in marketing
- Analytics for agile marketing
- Reviewing best practices for data-driven marketing
- How to effectively bring a team together
- Using agile marketing tools