May 23, 2018
Is agile marketing right for me? 3 questions to ask yourself
Three ways to know if agile marketing is right for your business
With the growing competition in the marketplace, brands from every sector are looking for new ways to be innovative and rise above the fray. Innovation means not only a willingness to implement change but also an openness to trying new approaches to doing business.
For marketers, this can be exceedingly challenging. Marketing professionals in top businesses across the globe are constantly keeping tabs on changes in their industry and working to identify new ways to get ahead of the competition. This includes studying marketing trends, analyzing the wealth of data that is currently available about consumers, and tapping all available resources to launch new marketing campaigns.
With the highly competitive nature of today’s global economy, it’s difficult to know what strategies can help your business beat the competition. That’s why marketing professionals are turning to agile marketing. This concept, which was born in the information technology industry, has implications for the business world. Agile marketing offers a new way of thinking about business, with concepts that can be applied across the organization to produce better outcomes.
If you want to know if agile marketing is a good fit for your business, take a look at your company and ask yourself these three questions.
How easily does your business respond to change?
While many marketers rely on techniques that are tried and true, this method calls for something entirely different. To take advantage of agile marketing, companies need to monitor the success of their business activities and be prepared to change. This method of marketing calls for validated learning over conventional thinking, prioritizing the kind of customer engagement that has the data to back it up. You’ll need to create marketing plans for both the short-term and the long-term, as well as the middle ground, and make adjustments as you go, using the insights gained from digital marketing analytics.
Agile marketing is best when teams can be flexible in their marketing work and quick to adapt. There is still a role for managers to play, but the business will need to be flexible in order to accommodate changing priorities. With this approach, small marketing experiments can take businesses further than large initiatives that can’t be adjusted down the road.
Can your team identify and adapt to customer desires?
At its heart, agile marketing is about putting the customer first and responding proactively to the changing habits and desires of consumers. This means you’ll need to view your relationship with customers as a collaborative one, where their input on your products, services and marketing efforts hold just as much weight as the expert opinions on your own team.
By implementing agile marketing, you’ll be able to discover a clean customer profile and learn a lot about what consumers want from your company. This will take a higher priority than business predictions, because the marketing method centers on meeting customer needs and adapting the marketing to better suit the customer. This could mean changing marketing and media platforms, using more direct campaigns, adding value to products and services, or adjusting your business plan to suit consumer needs. It may also mean new processes, evaluations and surveys, and reiterations of existing business marketing strategies. They key is to keep the changing desires of the customer at the center of the work you do.
What resources within your organization can support agile marketing?
Before you begin the journey into agile marketing, ask yourself if your business is ready for agile marketing. Take a look at the leaders and teams within your organization, and determine whether they adapt well to change and whether they have the tools they need in order to make major adjustments. Managers and marketing professionals at every level will need to feel empowered to respond to customer opinions, and your business will need to have a high degree of flexibility in order to make agile marketing work.
As a team, you will still need a strategic vision, but you should plan to revisit the vision at each major milestone, in order to determine whether the new strategy is working. You’ll also need to make sure you are properly staffed to handle frequent releases of updated products, services or materials. Your team should be prepared to work collaboratively and with a high degree of respect for one another, while also moving through several learning cycles in order to find out what tactics are most effective. You’ll also need to have team members on staff who can provide support, provide a thorough understanding of data analytics, and keep in frequent contact with the customer. The data will help reveal possible steps forward and the customer feedback will tell you if you’re new approach of agile marketing is working for them.
Agile marketing calls for flexible leadership, business and marketing innovation, and a commitment to the customer, all driven by data and evidence of changing trends. It will require constant change, reliable problem-solving, and agility from the entire team. The end result for teams who can successfully implement agile marketing is a competitive advantage that is unique to the company, which will lead to enhanced customer appreciation and loyalty.