Change is the law of life and those who only look to the past or present are certain to miss the future.” [John. F. Kennedy]

Since the outbreak of the COVID-19 pandemic, marketers around the world were continuously re-aligning their strategies to respond to the new normal. Responding to change calls for better performance and dynamic plans. The latter includes a need to set effective processes, implement the latest technology and adapt innovative approaches to meet customers’ needs more effectively. That is to say that they must adopt agile marketing. 

Agile marketing originates from the Agile Methodology, initially designed for Software Development projects. It ensures continuous delivery and fastens the customer value delivery. The tasks are carried out little by little, in order of priority, and always in control and discussion with the key stakeholders. 

Agile marketing adopted this concept while adapting it to the context of Marketing. This methodology is likely to improve the performance of product development, companies’ branding, Marketing mix measurement, and Marketing team performance. 

Agile Marketing: A Winning Strategy for all Marketing Teams 

An agile methodology is an approach in which teams identify and focus their collective efforts on high-value projects. Marketers believe in the Agile Marketing process because of the results they achieve when they adopt it: 

  • Velocity: Speed of execution and innovation resulting from collaborative work and KPI measurement. 
  • Learning: Building and testing successive iteration constantly improve marketing campaigns. 
  • Prioritization: Through Agile Ceremonies, the team prepares their Sprint Planning based on the prioritized projects, then plan the resources needed to achieve their goals. 
  • Adaptivity: With the iteration process, Agile Marketers can respond quickly to changes in the market, which leads to more coordinated teamwork within their organization. 

According to Forbes, 93% of marketers that use agile methods can turn their campaign strategies into reality successfully faster. 

In the context of rapid change that the world is currently experiencing, Agile Marketing becomes the winning strategy. The method allows achieving efficiency, agility, and adaptability throughout the project while ensuring speed of response and execution. 

Agile Marketing: An Innovation Accelerator 

Using Agile Marketing some advantages such as: 

  • Agile marketing improves work efficiency: With agile, productivity increases, and speed of execution improves as teams reorient themselves to the customer needs. 80% of marketing managers using agile methods report have seen an increase in the speed of execution of their projects (CMO). There are various agile actions that can be executed quickly by marketing teams. For example, they can create plans, work processes, and workflows for better visibility. Marketers can work with project managers to create personalized dashboards for better control and automation of certain tasks for saving time. 
  • Agile marketing increases employee motivation: With agile, employees collaborate better with each other and their opinions are better taken into account. This translates into a higher employee involvement, and ultimately an increase in the level of their job satisfaction. 
  • Agile Marketing allows full Transparency: Full transparency Agility relies on transparent communication with the client or stakeholder on the progress of the project. He is involved in the prioritization of elements and other functionalities to be delivered up to the planning of iterations through functional tests. Transparency fundamental value of agility and can help Marketers taking strategic decisions. 
  • Agile Marketing to better adapt to change: Businesses face changes on a daily basis. Simultaneously, marketing teams have more data, more technology, and more tools. Yet, they remain with outdated structures and processes on a daily basis. At the same time, companies experience recurring issues, such as too much workload or lack of money. Agile marketing makes it possible to solve these subjects, by distributing the work better thanks to cooperation between teams while reducing costs. 

Agile Marketing: How to Apply it? 

Implementing agile marketing in teams of all sizes can be challenging and organizations need to understand how it works by considering these inputs: 

  •  Build a good team: The agile approach is most effective when people with diverse backgrounds work together to achieve common goals. For the marketing function, this means bringing together a small group of specialists from multiple functions to run a pilot project. Choose team members who are open to learning new processes and adapting to team dynamics. Then, empower them to spread new plans and changes throughout the marketing function. 
  • Personalize: Agile marketing comes with rigor, clarity, and harmonization. However, it is important to tailor agile marketing practices to your organization. Each company’s performance culture is different. The work plans you adopt must take into account your business model, your resources and technologies, and the rest of your activities. If you are starting to organize what we call agile ceremonies meetings, it is important to attend them regularly. At the same time, instill discipline in the team take advantage of the efficiency that comes with the agile approach. 
  • Create a structure for success: Agile Marketing helps achieve efficiencies and rally to common goals. Additionally, it allows organizations to bring together professionals from multiple functions within a single team, and decentralize hierarchy and decision-making processes. For many functions, this is a novel approach. Members of agile teams should work together to create their own solutions, rather than waiting for instructions from leaders. The key is to structure the teams to allow them to act independently. Independent teams can collectively identify the best ways to foster agility throughout the marketing function. 
  • Spread the approach: It is important to remember that the whole organization may not have the same ways of working and thinking. The Marketing function is in a unique position to spread the agile approach across the organization due to its proximity to other functions.  Marketing is recognized for its communication, brand advocacy, and more recently revenue generation capabilities.

It’s Time to Become Agile 

As we can see, agile marketing has largely proven its worth. But it is also the result of the new on-demand economy, to which all businesses must adapt. Consumer behaviors are changing and becoming increasingly individualized, requiring organizations to have an elevated level of operational excellence to respond to them. Agile marketing enables them to listen, analyze, produce, and react more effectively to change.