What is Agile Marketing?

Inspired by Agile project management, Agile marketing is new approach to thinking, executing and re-thinking your marketing efforts. Altough this was made famous only recently by software companies the techniques are pretty old dating from the 60s. So there’s a lot of expertise out there. A lot of mistakes have been already made by others so you can be more succesful.

Doing Agile consists of two things: sharing the Agile mindset and mastering the Agile practices.

Agile mindset

How you think about the work you do, the people you have to work with and the result of your work. If you’re perfectly okay to spend your whole professional life in meeting and conf calls that’s your mindset. If you don’t want to waste your time on things that have no value, again that’s your mindset. The mindset if what defines us and dictates our actions where no rules and processes are imposed onto us and no management is pushing us to do things.

Agile practices

Agile litterature offers a wide range of practices, all of them quite helpful. These practices are “ways of doing things” that have been proven time and again by lots of companies. So we take them, pack them as a framework and use them with confidence. Below you have a non-exhaustive list of some of the best practices totally applicable to Agile Marketing.

Key Agile Practices:

  • Iterative working
    Of course thinking is good but don’t over do it. Especially not at the expense of doing. Iterative basically means “better done than perfect”. Just do it and then get back to it for improvements. Usually is never perfect from the first try so iterative is all about creating something that can be improved. Marketing is more and more about new types of work (ex. data management) and new tools and platforms (think social media) which means an iterative approach is a must you do this kind of work.
  • Incremental results
    What if you could deliver some of the results people expect much, much faster? Here’s the trick: you don’t actually deliver the whole thing but a thin slide of whatever the end result looks like. Think of the result of your work a layered deliverable. You could wait until the end and deliver the whole or you could deliver increments. Slicing the result into increments has two benefits: one: people get some results faster from you which could be very useful for them and two: you can learn from building every increment and the feedback you’re provided with and improve the subsequent increment. People want more and more from marketing. And they want it immediately. It would be rather nice if we could provide results faster and then refine tham based on our own learning experience.
  • Reviews and Retrospectives
    From time to time you should take a break and think about improvements. The sooner and more frequently you do it, the more improvement benefits you can get. The underlying philosophy is that everything we do can be improved and we just need to be given ourselves the time to stop and reflect.
  • Delivering value
    Many people are still ignorant of the value of the work that they do. We live in a culture of busyness that makes us deaf or at least reluctant to questions about the added value of our work. Bottom line is only the work that has value - as defined by those who consume the results of your work - is accepted, consumed and eventually compensated. It would be probably fair to say that is there’s something people expect more from marketing, that is value for the overall business.
  • Increased efficiency
    Everybody want to be more efficient but few actually find the time, energy and wisdom do actually do it. In today’s world anyone can do pretty much anything. Jobs that seemed advanced are being executed by people with less and less experience. Many tasks take an enormous amount of time not to mention the wasted time that is spent on waiting, fixing errors and communicating inefficiency. All these can be addressed and fixed with a few simple techniques.

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