Adopting Agile Marketing Processes– The Way Forward To Outpace Change
How Agile Processes Can Boost Digital Presence and Marketing Efficiency
“Change is the only constant.”
As a marketer, it can be difficult to cope with changes due to a highly volatile business landscape and evolving demands of customers. Hence, there is a growing need for marketers to adopt agile processes in order to be flexible to change.
You may have multiple teams in your marketing function and established standard processes. However, are those teams working in unison towards a common goal?
Are they open to sharing knowledge with other teams, helping each other, and delivering timely outputs? Are they flexible to change in response to customer feedback or campaign performance?
If your answer to the above questions is no, you may be unable to achieve marketing efficiency and velocity. This is where an agile marketing approach comes in handy.
Respond to Change with an Agile Marketing Approach
Agile marketing provides you a competitive advantage to complete projects on time, in turn, helping you orchestrate a strong and consistent digital presence to capture audiences’ attention. It is more of a result-oriented approach wherein teams perform regular testing to measure results and make subsequent course corrections that yield favorable outcomes.
Several studies have proven that switching to agile marketing has a direct correlation with revenue increase since it’s cost-efficient and enables businesses to adopt a strategic approach without any exorbitant investment upfront.
Besides, when you embrace agile processes, you can achieve the following :
- An aligned cross-functional team that meets daily and tracks progress
- Better visibility of the status of your marketing efforts
- Prioritize efforts based on common business goals
- Proactively identify and rectify roadblocks
- Timely deliveries with high-quality
- Grasp expectations and respond appropriately
- Continuous optimization of marketing efforts
- Change gears quickly based on feedback
The Modus Operandi of Agile Marketing
The roots of agile marketing trace back to the agile software development approach and not just help achieve operational efficiency. It strives to go beyond and employs the following essential tools as groundwork for sustained success:
- Use of data and analytics to spot real-time trend and opportunities
- Breaking down silos by getting teams to work together
- Rapid iteration and Small releases than big-bang campaigns
- Fail fast, fail cheap, pivot – experiment and evaluate the results of every iteration
Transform Your Marketing Processes to Agile
An agile marketing team looks, works, and acts differently. If your team is not following agile marketing processes, you may have not gone far enough down the agile path. Here are the prerequisites for agile marketing to work:
1. Putting Together the Agile Marketing Team
Set up a cross-functional agile team with a scrum master to oversee and drive co-ordination along with other team members that include resources and SME’s like Campaign Strategist, Media Expert, Social Media Lead, SEO & SEM, UI & UX, Design, Content, and Copywriters, Analytics, etc.
2. Establish Alignment
Ensure to have alignment and buy-in with the leadership and agile team for complete transparency of activities. In addition, enable the scrum master to secure a relationship with non-marketing teams like IT, finance, etc.
3. Analyze Data
After the team is established, it should get to work and develop insights based on analytics and identify opportunities, hardships, or anomalies in the decision journeys of customers or prospects.
4. Convert Opportunities to Plans
For each identified opportunities or issues, develop ideas and a roadmap about how to capitalize, fix or optimize and prioritize them. Explain the strategy in daily stand-up meetings, set expectations, and turnaround time to design and test the approaches.
5. Run Tests and Iterate
The team then runs tests on the proposed approaches, for instance, does change a call to action yield more customers completing a bank’s online loan application process? Based on the results and test findings, review sessions are held to scale tests, adapt to feedback or eliminate those that are not working.
6. Refine and Repeat
Retrospection is a crucial part of the agile marketing process as it removes barriers and helps you learn continuously. Each cycle helps you discover something new and eventually, your team will become efficient.
According to ScrumAlliance, 42% of marketers are using agile processes in their framework.
Agile processes can be effectively applied to marketing to challenge the status quo and transform your digital presence to accelerate marketing efficiency. Agile is more than a buzzword and proving to be a pillar that marketers can strategically rely on.
Have you adopted agile marketing yet? What are your thoughts on adopting an agile marketing framework that drives sustained growth? Do share with us at firstname.lastname@example.org.