What is Agile Marketing?
As marketers, we can all agree that today’s marketing is evolving at an extremely fast pace. This is primarily due to the influence of technology and the number of devices, media channels and touch points available to consumers. Consequently, companies are becoming increasingly concerned with understanding how to adapt their marketing activities to the continuously changing customer behaviour and competitor landscape.
A big part of successfully responding to the changes in the external environment consists of actually being able to anticipate and embrace change in a proactive manner. This article will present the definition of agile marketing, its key advantages, as well as how to adopt agile marketing that some of the agile frameworks experience in the context of marketing.
What is Agile Marketing?
Agile marketing is an optimised approach to people, processes and tools in marketing planning and execution, in response to changing customer behaviour and market trends. It provides a way to add, remove and/or modify marketing targets, strategies and tactics on an ongoing basis. Agile marketing centres on a change in business mind-set from the traditional marketing structure to a more flexible (agile) structure that has been so successful in the information technology industry. It champions data-driven marketing decision making, with an emphasis on value creation from a customer’s perspective. Every member of the agile marketing team must embrace the core values of the agile methodology in order to facilitate this shift in mind-set and support the successful completion of the team’s activities and the achievement of the team’s objectives.
This shift in mind-set is most visible within the creation and execution of the marketing plan. An agile marketing plan is one that is continuously reviewed and updated within each quarter, even though the overall allocated marketing budget and time remain constant. This article won’t cover the ins and outs of creating a strategic marketing plan, but it is important to emphasise the importance of creating a marketing plan before actually attempting to implement agile marketing.
Certainly, traditional marketing has already adopted some elements of agile methodologies. In particular, this refers to the iterative structure of the marketing calendar. Most strategic marketing plans are structured in four iterations (quarters) of three months each, which aligns with the iterative nature of agile methodologies. Each quarter in the marketing calendar can then be subdivided into three sprints of one month each.