Disruptive Approach towards Marketing Revolution
In the midst of dynamic and challenging environment, organizations have to continuously upgrade their marketing skills and strategies to measure, observe and adapt to the ever-changing customer needs and demands, similar to the software businesses who must keep updating their products with latest versions and features to remain competitive and relevant.
The power to adapt effortlessly and remain innovative is possibly the most optimized and assured approach to sustain the volatility of current always-on trends and inherently enrich the customer experience. The ability to innovate constantly and establish consistent customer engagement with brand is interlaced in this milieu of high and evolving expectations. Unlike the past, customers are much more aware, informed and tech-empowered, fueling their expectations and experiences.
Being fast paced and ever-changing could be challenging for larger businesses and that is when organizations resort to agile marketing, a mindset that has been adopted based on certain methodologies of agile software development. Modern marketing companies embrace the idea of agile marketing for long-term application and mobilize people across different business units that otherwise work in silos.
Agile marketing helps in unifying resources to work in groups throughout the business units to address the key issues and strategize through focused collaboration, ideation, testing, iteration and offer market insight. The prime advantage that Agile marketing holds is the conceptual focus of disintegrating the silos and unifying people for quicker and efficient results working in pace with the evolving digital world around.
Agile marketing prioritizes value creation through a centralized medium for customers through a core operating model, scaling throughout the organization. Being agile in approach helps proceed quicker and innovate continuously, and most importantly stay valid to producing results in real time.
The concept leverages agile processes employed into the adaptive and iterative development of software; however, tailored to achieve huge impacts with commercial attributes. Businesses deploy autonomous teams that operate cross-functionally, with individual unique role and goals leveraging market analytics and data-oriented insights with framework of latest technological stack.
“It’s 90% mindset and 10% methodology or process. As marketers, our approach to problems, opportunities, and prioritization must be done wearing the shoes of our customers”, says Russ Lange, partner at consultancy CMG Partners. There are methodologies such as Kanban and Scrum that offer focused, competent and evidence based clarity of path into task execution. With agile as the mindset and employing promising methodologies lead towards value creation for customers and business while reducing work load.
Values of Being Agile
Action as per change: Marketing plans of 30-40 pages can become archaic in a split second in this reigning Google age. Agile responds and acts according to the change. As opposed to elaborate plans, agile emphasizes on the need to frequently contemplate and clearly point out our marketing goals and accordingly reset the priorities into achieving them.
Frequently Iterate than long Campaigns: Following the conventional norms, there is a protocol followed for running a campaign for a couple of months, starting from conceptualization to execution, that entails exhaustive use of resources. As opposed to that in agile marketing an iterative approach with lesser of strategy and emphasizing on importance of outcome and measuring the followed results. Again, iterating from the documented results and pondering over the learnings from what did not click well, thus following an adaptive cycle until its effective.
Relying on Results as opposed to conventions: Rather than going by the work of industry experts, agile purely focuses on testing, data and metrices. The mandate is to depend on current trends and apt metrices rather than listing out ostensibly look and feel good metrics that in probabilities might fall flat in procuring improved outcome for business.
Batch testing than big bang: Introducing the 70:20:10 rule here, wherein 70% of the budget and 50% of time is invested on stuff that have proven to be successful broadly among the target audience. Again, 20% of the budget and 25% of time is re-invested on the same stuff while improvising on them, working on the overall content and presentation part of the strategy. The last bit of 10% of budget and 25% of time would be dedicated on experimental ideas, of which only a fraction is going to work, focusing on creative of it. Future 70% and 20% would be invested on that successful fraction of experimented ideas.
Interacting Individually: The one size fits all is no more the mantra in the SEO world. Direct interactions are much more viable and efficient communication with right set of people is the key to build collaboration and initiate business.
Collaborative teamwork: Hierarchical manifestation of strategies and non-communicative teams of business units working within the framework seem to show lesser known results. Agile marketing binds these silos and senior management to work towards setting up common priorities and critically analyzing the results collaboratively.
As a result of the value addition that agile marketing brings in, here are some of the prime benefits of the approach:
- The work efficiency grows by at least 30-40% by getting more work done through right priorities and minimizing rework
- Because of collaborative team work all the representatives of different business units and senior management team up to set up the right things to be done
- Agile marketing enables business to adapt rapidly changing market dynamics more easily, quickly and more importantly accurately through a pre-mediated process at place.
- Enhanced communication among the potential teams such as sales, marketing and other business leads that results in an overall performance efficiency too.
In a nutshell agile marketing process dives into solving the long-standing unnerving issue of snail speed marketing strategies functioning in silos by unifying towards achieving common goals of business by mobilizing creative representatives from various units who come together to work on critical KPIs.