In this technology-driven world, a huge number of audiences are shifting toward the digital platform. It sounds good that the world is moving digitally, a plus point for all digital marketing companies and businesses.
But, every coin has two sides.
With the transfer of audiences onto digital platforms, the expectations of users rise, and thus the marketing technology gets more sophisticated. Along with this, the number of channels we want to reach keeps increasing. And for all these, the marketers are using the tried older ways of marketing which are certainly failing in current times.
Being a part of the digital marketing team, I have been learning a lot about digital marketing. One new thing I have heard and learned about recently is “Agile marketing.”
And so, we decided to write today’s blog on Agile marketing, its role in digital marketing, and some of the Agile marketing processes.
Agile marketing is a marketing approach that utilizes the principles of agile methodologies that are quite popular in software development.
But, what does it exactly means? Let’s see!
What Do You Understand By “Agile Marketing”?
Every day, business owners and e-marketing are introducing new and efficient ways to complete their jobs with resources like time and money.
Advanced technologies are allowing companies to fulfill the customer’s demand with improved data-driven insight. These changes can be adapted and implemented to enjoy more benefits, while those who are still stuck with the older methods are slowly becoming irrelevant.
Here, the new method I am talking about that is replacing the old-school version is “Agile Marketing.”
In the year 2012, a group of specialists came together and held a long meeting and developed the Agile marketing process, and this is how everything started.
Agile digital marketing works in the same way as Agile technology, such as taking a strategic, sequential approach and devising and implementing solutions through collaborations.
Basically, marketers borrowed this idea from the agile software development methodology and redesigned it according to the marketing frameworks.
With Agile marketing, teams can develop better marketing strategies and can carry on with the execution.
How To Get Started With Agile Marketing
The first step will be to distribute the team according to different marketing disciplines. Depending on the type of enterprise, there will be a team of designers, content writers, ad managers, social media managers, content creators, etc.
All these people work together to attain the same goal. And they meet up every day to give their work updates. Even though all of these people are working on different things and are using different marketing methods, their efforts will collectively answer a user story to solve a customer problem.
The user or the customer/targeted audience requires a tool to solve their problems. The entire marketing team's work helps solve the user's problem with the product/service they are marketing.
To make this more explicit, we can look at this popular formula for writing end-user stories used in software development.
“As[a certain type of user], I want to [a statement about a problem that needs to be solved], in order to achieve [a certain type of goal].”
Each team then works together to achieve its unique goal of solving the user’s pain points. And the “daily standup meets” (DSM), help to avoid silos and stay organized.
These types of projects usually take two weeks and are named sprints. At the start of the sprint, the team gathers and estimates the timeline of the project. Then they start the implementation. At the end of the sprint, the agile marketing team carries out the demo and showcases their work to look back at what they could have done better.
What To Expect In The Process Of Agile Digital Marketing?
Implementing agile in marketing will not be an easy task at the beginning. However, if you get leverage from stakeholders, it will become easier to set up the process for agile marketing.
Below are a few things that you should remember when getting started with agility:
Management Change Is Tough
Everyone loves being in their comfort zone. And so it gets hard sometimes to convince people to leave their daily comfort zone and start something new.
Also, always being in a comfortable state is not good. Sometimes little twists are good to make things better. So, you can expect that some of your team members might not like the idea of this new method, but they can be resistant to change. So you have to be ready with deep insights and data.
Fear of Failure
Experimenting doesn’t always guarantee success and applause. People will make mistakes, teams might fail, and a perfectly planned campaign can be canceled. But, in the end, this is all a part of project management methodologies.
No matter how popular the agile marketing process is, it can still carry the burden of fear of failure.
The Benefits Of Agile Marketing
- Boosts efficiency
- Welcomes innovations
- Delivers more ROI
- Focusses on customers
Let’s discuss these benefits in detail.
Boosts Efficiency
Removing not-so-important steps means teams work faster. This is also equivalent to more projects, which also means double the opportunities to bring in customers. Therefore, instead of wasting time on things that don’t deliver value, we all can make efforts to do more important tasks.
Welcomes Innovations
By highlighting rapid testing, marketing teams employing agile can find all kinds of acumen much more quickly. It also means that their marketing efforts can be guided by real data to provide customers with what they are looking for, rather than making them guess.
Delivers More ROI
If you are in marketing or related to marketing in any way, then you know that the older method of marketing was slow, and it was difficult to estimate and quantify time. However, with the Agile marketing process, the team can run multiple marketing campaigns without compromising quality, plus you will also get the advantage of modern analytics.
Focusses On Customers
The agile marketing approach keeps the entire marketing team focused on delivering what the client and the targetted audience want without getting shoved into unnecessary documents and meetings.
Conclusion
Shifting from the standard project marketing approach to agile marketing can be a bit intimidating at first. But this transformation will be simple if you follow the rules. Begin with your goal, receive buy-in from the senior marketing leaders who can lead the whole team, form your team and explain this new agile methodology to them. In the end, set up the technology, collect feedback, and analyze the data.
Soon, you will gain momentum in your project, and it will grow faster, giving better results.
If you are in the marketing field and searching for ways to optimize your workflows, then agile marketing is for you!
As a professional digital marketing service provider, Extern Labs offers economical and result-driven digital marketing solutions.
Extern Labs offers an end-to-end digital marketing solution to help your business prosper online.
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