Do you still work with annual marketing plans ? And still have endless meetings that could be replaced by emails Saint Kitts and Nevis Email List So, it’s time to get to know Agile Marketing and adapt to the new times.
In this age we live in, changes are fast and constant. You can no longer wait an entire year to review your marketing strategies. You can no longer waste hours in unproductive meetings.
Agile Marketing, therefore, came to bring marketing teams into the digital age. Now, you’ll learn all about Agile Marketing, why this methodology is worthwhile and how it works. Come on
What is Agile Marketing
Agile Marketing is an agile project management methodology that uses short work cycles, with an iterative and incremental approach, to generate continuous improvements in marketing strategies.
The proposal is not to remain stuck in time in the face of market changes and consumer responses to strategies, which happen today in a constant and accelerated way. Marketing needs to act faster.
For that, the methodology provokes some transformations in the marketing teams .
With this set of changes, marketing is able to become more productive, maximize efficiency and improve deliveries. Consequently, it is also able to enter the speed of the digital transformation that companies are currently undergoing.
Origin of Agile Marketing
Agile methodologies (also known simply as “agile”) were born in the area of software development , with the goal of creating better products faster.
Today they have already been adapted for different industries and sectors, such as construction, education, finance and, of course, marketing.
But those who think that agile is a recent issue are wrong. Back in 1970, developers were already concerned about their work processes. That year, Winston Royce , a computer scientist, published an article about the development of great software.
For the author, they should be created in sequential stages of development, which in the future would be named “waterfall” (or “cascade”) methodology. This is the methodology most used by companies, not only in software development, but also in marketing and other areas.
However, the author himself recognizes the limitations of this methodology and proposes that the development take steps forward and backward until reaching the final objective with the best delivery. Thus were laid the foundations of agile.
What are the fundamentals of Agile Marketing
From Agile Manifesto, the agile methodology spread to software development and IT departments. However, other sectors understood that that methodology could adapt to their contexts and bring gains in agility, productivity and efficiency.
So, it was time for marketers to create their manifesto. In 2012, the SprintZero event brought together marketing professionals in San Francisco (USA), who documented the founding values of an agile methodology for marketing . Thus came the Agile Marketing Manifesto .
Although not as consecrated as the original, this manifesto serves as a guide for companies and professionals who want to adopt this methodology. It brings 7 values and 10 principles for adopting the agile methodology in marketing.
Let’s dive now into each of the 7 Agile Marketing values. They may sound simple, but they bring profound changes to the traditional way of marketing.
Validating learning more than following opinions and conventions
At the SprintZero event, this was the value most voted by participants, who wanted to make clear the non-linear nature of Agile Marketing. This methodology consists of a circular and constant process of learning validation through the steps of implement-measure-learn.
So, instead of basing decisions on market conventions or on the opinions of those who have more power in the hierarchy, this methodology works with data, tests and experiments.
Consumer-Centric Collaboration More Than Isolation and Hierarchy
Agile Marketing envisions teams working collaboratively and focused on consumer needs.
In traditional marketing, on the other hand, two problems can occur: the creation of silos, which isolate knowledge and generate a departmental war, and the strict adherence to hierarchies, which bureaucratize communication and decision-making. Agile marketing wants to make these structures more flexible.
Adaptive and iterative campaigns more than large linear campaigns
Marketing tends to create advertising campaigns under the linear development model (waterfall or waterfall, as we saw before). List Provider The problem is that they take a big budget to stay on the market for a long time, without the prediction of adaptations and corrections.
Agile Marketing then proposes a non-linear, iterative approach that starts with a small strategy. Marketing must implement it, learn from its success or failure, adjust, re-launch and keep learning to improve the strategy.