The pressure is on for digital marketers as they’re expected to deliver and deliver fast. In a fast-moving digital sphere, the old ways of merely tweaking last year’s marketing plan are well behind us.
The Internet of Things has become not simply a channel to engage clients, but also a tool for the managing sophisticated marketing programs. We’ve seen a great expansion of marketing technologies that enabled scaled deployment of interactive campaigns. Not only do readers nowadays rely on content, they now need to react to changes in the marketplace and respond to observed previous customer behavior.
What’s more, you have to achieve this while offering the best possible customer experience.
Because of this a new approach to marketing: one that sees intensity and accountability at its heart. And if not there’s all likelihood that you will quickly fall behind your competitors. So previously, marketing teams had become driven by data. They became flexible to innovate and react faster and with more effectiveness. So agile marketing had been born.
What’s agile marketing?
In effect, agile entails utilizing short-term yet customer-centric projects within the remit of a long-term marketing strategy. It’s very similar to the agile approach adopted by web developers, where goals are achieved through a more incremental and iterative approach.
Because of this, you know the direction you are heading. You also test as you go, avoiding the pitfalls of major projects that can spend vast amounts of money based on assumptions that turn out to be incorrect. Agile marketing relies on seven basic principles: (1) being flexible and focused, (2) using data to make decisions, (3) being iterative and experimental, (4) being clear and transparent, (5) being collaborative, (6) bringing staff as close as possible to decision-making, and (7) being customer-centric.
How to apply it?
This is going to be a major transformation of how your business operates. It is necessary to break through silos, change existing marketing AND businesses processes and implement new tools. You would have to say ‘let’s not just leave marketing to the marketers, let’s get everyone involved’.
Upon implementation, you can recognize the need for new blood, with skills in strategy and planning as well as a thorough understanding of digital technology.
The tools you need
Take stock of what you have, get to know the capabilities that are already existing, and identify the gaps. Determine where the inefficiencies in the process. For instance, understand why is there a double entry of data in different systems, or why are you using multiple systems to achieve the same objective in different teams. Just as you are, pull apart your marketing approach and rebuilding it, you need to do the same with the technology you use.
There’s little doubt that the process will involve a new technology vendor or a changed brief from one of your existing providers. Your way of working is changing and the tools will need to adapt. You need an up-to-date technology that will fit your new approach, and what’s coming down the pipeline.
The Agile Marketing Manifesto
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