Agile is a project management methodology that enables Marketing teams to deliver value incrementally.
Building a marketing strategy in an Agile way (iteratively) enables companies to:
Agile marketing is best defined as a complex of The Following 6 principles:
Agile Marketing is a mixture of philosophy and values of the Agile approach, which tactical marketing uses to satisfy clients’ needs and solve their problems and obstacles. It also defines as a marketing strategy or organizational effectiveness strategy wherein cross-functional, self-organizing teams collaborate and focus team efforts to finish projects in a short period by delivering high value to the end customer. Thus, this Marketing approach focuses on the customer and customer value chain.
Meanwhile, traditional Marketing focuses on producers, and things producers can control. 4 P’s: The Price, Place, Promotion, Product. Agile marketing uses Robert Lauterborn’s Four C’s marketing model where Cost replaces Price, Communication-Promotion, Convince- Place, and Consumer-Product.
Agile helps to make traditional marketing more flexible and adjusted to changes and business requirements nowadays.
Sometimes, when the company uses a traditional marketing approach, various departments can persuade different goals and have arguments and insufficient communication.
For example, the financial department cuts a marketing budget without considering the importance of some promotional activities, or lawyers change contracts or spend more time preparing documents without considering the importance of some clients for the company. Another example is when an IT department is busy with one task when changes on the website are essential for a moment. As a result, it influences the whole outcome of the project or a marketing campaign.
In comparison, in Agile Marketing, all the departments work as one, and they pursue the same goal, creating the best value for clients.
Therefore, fewer conflicts between the departments lead to better results. Moreover, Agile teams constantly study clients and organize marketing research, while the traditional marketing approach involves managing marketing research averagely once a year.
It is pretty challenging to consider all ongoing changes in traditional marketing. Sometimes, it is possible to involve them in future marketing plans but not in the current one. But the problem Is that these changes can lose their importance later.
Thus, agile in marketing provides better opportunities because it has an adaptive way to work. It shares the projects into stages, analyzes results and data for every step, and changes the plans based on the marketing team’s data.
As we see, Agile connects with Traditional Marketing approaches, but also accomplishes it more and makes the company more competitive.
In both traditional marketing and agile, planning is essential. Still, instead of using lasting term plans, a marketing team needs to divide a year into quarters and then into weeks (from 1-4 weeks) to be Agile. Furthermore, it is essential to mention possible changes in the plans (like a team member leaving a company, seasonal changes, new professionals joining the team, new branches appearing, competitors changing their strategies, new rivals coming out, etc.)
There are many successful cases of inserting Agile in their business. The most exciting examples when the companies have agile marketing teams are McKinsey & Company, Cisco, Teradata, Aussie Bank in Australia, CafePress, Amazon, Spotify, ING Group, SEMRush, etc.
If you are interested in teams and companies which use the Agile approach, leave a comment, and we will write a separate article on examples of successful teams.
As you already know what Agile in Marketing is, let’s go to the next important point to discover one of the project management tools to help marketing teams be agile. This project management tool is Orli Scrum Bot for Discord. There are some points to see How Orli Daily Scrum Bot allows marketing teams to perform Daily meetings asynchronous:
Orli provides an opportunity to increase the productivity of your team collaboration and workflow. It does the work you and your team should do to remember tasks you should implement to meet deadlines, goals you finished, and the new ones you should set up to achieve the best result for your project.
Furthermore, a summary report that Orli Daily Scrum Bot maintenance weekly shows your teamwork, outcomes of your time, efforts, and money investments in the current project.
We are going to have a series of articles on the topic of Agile in Marketing. Thus, follow us on social media platforms, Orli’s youtube channel, to get a new portion of interesting and valuable information.
Check also recommended books about Agile in Project Management and Marketing to increase your agility:
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