Agile Marketing

By: Alessandra Sa Vasco

Whoever works with Marketing knows that there is a great effort focused on annual planning. And when we talk about Marketing planning, maybe you think about that annual plan designed millimetrically with all the points defined and immutable, right? Hence some questions arise.

How much is it possible to change budgets along the way, start a new project or even discard it? Does your team have this autonomy?

Meanwhile, there is life as it is: market changing and customers interacting all the time.

In times of social networking, each post generates different metrics, KPIs and ways to track the performance and acceptance of a particular product.

If you see yourself in this context, we can say that you work in the waterfall model. You have a plan with everything detailed, execute it and, only after a long cycle, you review all the process: what was good and what wasn’t so good. 

This does not seem to be very close to the world we live in, do you agree?

If you live in this busy world, which requires such immediate responses and with a high demand for adaptation, why should the Marketing plan remain untouchable?

Especially in the Marketing universe, the demands are almost infinite, arising from all sides and without any indication of prioritization.

But if we take into account that the capacity for innovation in Marketing must always be in favor of the customer experience, the market demands that we have the ability to be agile.

And when I say that, I mean adaptability, that is, responsiveness to the market.

Remember that:

Being agile is not being fast. It is useless to be quick, if I do not have the ability to respond according to the need of the scenario in question.

Planning is important

Being agile does not mean giving up planning. So yes, an agile Marketing team will have its planning.

However, this planning will be lean, compact, and with high adaptability power. It is "sliced" in small cycles with real value deliveries.

This brings great flexibility and greater responsiveness.

Learning and Continuous Improvement

So we have short cycles that allow learning and continuous improvement. Through small experiments, we validate hypotheses in a short period of time, which in the traditional Marketing model is not possible.

Failed? And now? Let's learn from that mistake.

The agile mindset creates a culture of experiments and innovation through small experiments and fast and validated learning.

Data-driven

No more decisions based on "guessing". Decisions are based on data with faster and steady customer feedback. Data is a powerful source of knowledge and learning.

Agile Marketing Manifesto

The Agile Marketing Manifesto is a document created by professionals in the field based on the Agile Manifesto. It was developed collaboratively in 2012, in San Francisco, California, at Sprint Zero.

It is possible to know the values of the agile approach to Marketing.

In order to create value for customers and organizations, the seven values listed below clearly illustrate the true agile mindset in the Marketing world.

1 - Validated learning over opinions and conventions

2 - Customer focused collaboration over silos and hierarchy

3 - Adaptive and interactive campaigns over Big-Bang campaigns

4 - The process of customer discovery over static prediction

5 - Flexible vs. rigid planning

6 - Responding to change over following a plan

7 - Many small experiments over a few large bets 

In times of business agility, marketing needs to innovate and have an engaging relationship with its customers. This provides a more lasting relationship with the brand, and makes Marketing stop having only the focus on selling the product.

 


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