Sprint, Swimlanes, Kanban - anyone who believes that these are new disciplines from the backlog of the Olympic Games, which the product owners review in dailies on the basis of story points, is mistaken. The aforementioned terms are, in fact, buzzwords of the concept of "agility" - a way of thinking and a form of collaboration within companies that is intended to master new challenges such as flexibility, adaptability and responsiveness. The aim is to address situations of constant change through new processes, structures and strategies.
What is agile marketing?
According to the definition in Gabler´s "Business Dictionary", agility is the "dexterity, agility or mobility of organizations and people or in structures and processes. Flexible reaction to unforeseen events and new requirements. One is not only reactive, for example, with regard to changes, but also proactive." Similarly to agile software development, which has made the concept of agility popular, this is also a promising approach for marketing departments to arrive at solutions in a more efficient and targeted way. The aim of agile marketing is to overcome the inertia of existing marketing processes and to achieve more flexibility and dynamism in marketing activities. This is made possible by small teams that work iteratively in short process cycles to develop quick solutions. Continuously, they then flexibly adjust these results in line with the feedback from all stakeholders concerned.
At the beginning there was the word
... not only in the context of biblical texts, but also in the early days of agile marketing. In 2012, a group of marketing professionals came together to define the concept of agile marketing and the behaviors it replaces through sprint zero, based on the following seven principles:
- Validated learning instead of sticking to opinions and conventions
- Customer-focused collaboration, rather than perpetuating stereotypical silos and hierarchies
- Adaptive and iterative campaigns, instead of big-bang campaigns
- Dynamic and continuous processes to build customer profiles instead of sticking to static predictions
- Make marketing planning flexible instead of following a strict plan
- Dynamic and flexible response to change, rather than rigidly following an established plan
- Multiple small experiments instead of putting all our eggs in one basket
Practical use cases for agile marketing
With the new demands on the entire marketing landscape that come with exponentially increasing marketing automation and the expansion of digital marketing, concrete application areas for the use of agile marketing can be defined as examples. The possibility of experimentation and testing, the quick measurement of results and the flexible adjustment of parameters just screams to apply agile methods in marketing as well, in order to adapt as effectively as possible to the ever-changing customer needs and requirements. Two areas in which mimacom also works in an agile manner in marketing in order to sharpen the customer profile and optimize the customer journey should be mentioned as examples.
Programmatic Advertising Programmatic advertising is the data-driven, automated, individualized buying and selling of digital advertising space according to the bidding process in order to present potential customers with the best possible individualized offers in real time. The benefit: By continuously adapting parameters to target groups, advertising platforms and advertising media, products and services offered can be presented to interested users in a flexible, dynamic and promising manner.
Email Marketing / Newsletter An approach that is agile, cost and resource-efficient also allows marketing channels such as emails, newsletters and other primarily data-driven communications to be personalized and customized through A/B testing. This increases the success and conversion rate.
Agile marketing – Quo vadis?
Even though deliberations on agile marketing have begun, many sprints according to Kanban and Scrum have already been carried out, and the first results from proofs-of-concept have been discussed in reviews, there are still a lot of tasks in the backlog to give this promising concept of agility the importance it deserves in marketing as well. With this in mind, take all the marketeers on your team by the hand and take off towards the agile marketing journey.
In one of the next entries, we will give you practical hints and tips on how you can apply the concept of (marketing) agility in your company as well.