Agile, Agile Marketing, Marketing Strategy

What is Agile Marketing and Why Should You Use It?

Photo courtesy of http://Flickr.com/photos/ktow

If you’re like many people, when you hear the term “Agile Marketing” you might wonder if the person is talking about some new dance form or other form of stretching rather than an exciting way to improve the way that you propose, build, and measure your marketing success.

Don’t worry – you can start doing¬†Agile marketing without buying new and expensive tools for your marketing toolbox. Agile marketing can help you define specific goals for your campaigns and find out quickly whether they’re working or not – and give you metrics to decide whether to move on.

Borrowed from the methodology of the Agile software movement that started about 10 years ago, Agile Marketing is a philosophy of getting things done that proposes to shorten the length of marketing campaigns, to get actionable information from those campaigns as soon as possible, and to test these ideas to keep the good ones and spend less time on campaigns that don’t produce results. The goal of this process is to make the marketing process more adaptable to changes in your business.¬†

The purpose of Agile Marketing is – as¬†Jim Ewel puts it¬†– “to improve the speed, predictability, transparency, and adaptability to change of the marketing function.” The benefit of doing this should be obvious: you should spend more time working on the initiatives that work. If you can find the initiatives that work more quickly, you’ll be able to be more effective. And by communicating the metrics that you find important to the business, you’ll be better at sharing what you’re working on.

Does that sound difficult? It shouldn’t. If you focus on delivering things that work, measuring what you do, and build simple, self organizing teams, you can use¬†these principles¬†to get started with Agile Marketing. You can also take the application of Agile marketing ideas directly into your workplace today with these¬†13 hacks. You can also find some other great resources¬†here.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s