The more and more dynamic life leads us to the necessity of adapting all aspects of our business to the rhythm of the contemporary world. Agile marketing is the sales response to the market demand for more flexibility in strategies creation. It is also a manner of process management in which teams work in short cycles to complete specific projects and measure their impact. The goal is to improve the results at each step in time. The approach values customer focus and reactions to change by following a predefined plan.
A PwC survey shows that only 36% of CEOs believe their marketing and brand structures can respond to the fast change in the business environment. Crucial are adaptability and freedom, both provided by agile marketing. Three in four marketers (75%) are concerned about the impact of their more flexible rival competitors, states McKinsey. According to the same research, almost every second marketer (46%) says they make marketing decisions based on data, but only 10% believe to be good enough in feeding customer insights back into the organization and applying them to improve efficiency. Barre Hardy of CMG Partners shares with Chiefmartec that marketing organizations need to change the way they operate to keep up with the digital customer.
So, to summarize some of the agile marketing advantages:
- customer-focused cooperation;
- adaptive repetitive campaigns;
- prioritizing the process of finding customers over static forecasting;
- flexible planning over static planning;
- adequate response to change following a predefined plan.
Agile marketing relies on constant measurement. It allows business leaders to track the impact and choose the most effective use of resources for their campaigns. The approach influences the culture and corporate policy, not just the marketing process. This flexible strategy highlights the individual advantages in the context of the team and encourages cooperation and thoughtful risk-taking.
Agile marketing requires people to work in small, cross-functional teams and be empowered to reach decisions based on the agreed strategy. Speed is its key gain. Focusing on prioritized activities in short time cycles with fewer distractions allows companies to respond faster to market changes. Of course, this also requires regular contact with other departments, such as the people in sales.
The more flexible the marketing approach, the more flexible the people who work in your company. It is up to the people or up to the process? Either way, important is to make them ride in the same direction. Departments that take advantage of the agile technique are constantly learning on the go. It is not forbidden to make mistakes, on the contrary, the mistakes happen so that you know how to improve your performance. Teams do not rely on sluggish long-term strategies, but evolve their campaigns and experiment. With experience gained, they understand better where to find the most effective results. Of course, in line with the corporate strategy.
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