Agile Marketing

ü  Agile marketing is a strategic marketing approach in which the teams will identify which is the project is high valued by measuring cost, effort etc... And then they have to put the collective effort to execute it.

ü  Agile Marketers adheres the process, which is designed to increase alignment with the business aims of the organization and the sales staff, to improve communication, both within and outside the marketing team, and to increase the speed and responsiveness of marketing.

ü  Teams use sprints (short, finite periods of intensive work) to complete those projects cooperatively.

ü  After each sprint they measure the impact of the projects, and then continuously and incrementally improve the results over time.

ü  Quickly focus to the change management plan by responding to change over following a plan

ü  Plan for quick iterations over major campaigns. And testing and data over opinion and conventions.

ü  Numerous small experiments over a few big bets. Individuals and interactions over large markets

Agile Marketing Implementation

Each department will find the precise agile format that works best for them, but an agile marketing implementation will have these four features in some form or fashion:

ü  Sprints. A sprint is how long you give your team to complete their current projects. Typically these range from 2-6 weeks. Some bigger initiatives won’t fit into a single sprint, so you’ll need to break those up into bite sized pieces that you can tackle sprint by sprint.

ü  Stand up meetings. Everyday your team needs to get together and have a very brief check in. These should be 15 minutes at the most. Each team member goes over what they did the day before, what they’re planning to do today, and any blocks they’ve encountered. Blocks should be addressed right away.

ü  Board to track project progress. Whether it’s the good ole’ white board with sticky notes, or a big fancy specialized software, you need a centralized way to track your sprint that everyone has access to.

ü  Teamwork. While an individual may “own” a project, the success or failure of the sprint rests on ALL the team members. Everybody has to be prepared to collaborate and assist in the agile framework.

What an Agile Marketing Department Can Do

ü  Respond quickly to changes in the market

ü  Produce rapid campaigns that can be tested and optimized over time

ü  Try lots of things and repeat the ones that succeed

ü  Use input from other departments to augment marketing efforts

ü  Justify choices in campaigns and projects with hard data

ü  Collaborate with team members to prevent a tunnel-vision approach to marketing