Digital Influence marketing

The advent of agile marketing

, 9 July 2018

Marketing is always very prolific when it comes to inventing new concepts and along with them new terms. Yet behind the buzz around “agile marketing” lies a concept that can really help you make the difference in running your campaign. We explain why and how.

What is agile marketing?

Agile marketing is a tactical approach in which human resources identify high-potential projects and focus their collective efforts on them while acting in a collective way. The results are measured in real time, in order to constantly adapt and improve the strategy.

Teams work in a “sprints” mode, which take place over quite short periods of time and are defined in advance. After each sprint, the impact of the last actions is measured, and those that have given satisfaction can be generalized or intensified.

Agile marketing enables the alliance of creativity with performance, while encouraging experimentation and basing decisions on objective data. (Photo ctredit: Rawpixel, Pexels)

The agile organization also promotes a philosophy in which the failure of a specific campaign is seen as an opportunity, that of learning and increasing the chances of success of future actions. It is therefore a state of mind quite far removed from certain mentalities where finger pointing at failure tends to be the norm.

The Principles and their applications

Among the main principles of agile marketing, we find:

  • Collaboration rather than hierarchy,
  • Experiments rather than big risks,
  • Fast and frequent iterations rather than complete redesigns,
  • Respond to change rather than blindly follow a plan defined in advance,
  • Data and tests rather than opinions or preconceptions.

The agile organization uses daily meetings at the beginning of the day to review the progress of all the items on the dashboard. (Photo credit: Rawpixel, Pexels)

Each marketing department can define the parameters of its agile organization, but we usually find:

  • Division of the calendar into sprints, typically lasting two weeks,
  • The stand-up meeting, i.e a quick meeting to start the day, during which participants report on the progress of their respective tasks and possible blockages,
  • A whiteboard, to follow the evolution of the project, the tasks already completed, those in progress, etc.,
  • Team work. The success of a sprint depends on the entire team, never on a particular member.

The strengths of agility

Concretely, the application of agile marketing can open new ways to successfully reach your audience.

  • Respond in a reactive way to market changes,
  • Produce campaigns quickly and optimize them over time,
  • Do a lot of experiments and repeat the ones that have proven themselves,
  • Use the contributions of other departments to increase marketing efforts,
  • Streamline marketing choices based on objective data and tests.

If applied correctly, agile marketing should allow for a rapid increase in performance… But it requires maximum commitment from all members of the team. (Photo credit: Rawpixel, Pexels)

Agile departments generate more activity, have steady growth rates and more satisfied employees. The agile organization is also a way to improve the performance of your department within the company.

Know the limits of the system

Any agile organization in a department has its limitations or disadvantages. With agile marketing, the pace is sustained, with a redoubling of the effort required of the team. Some participants may find themselves overwhelmed, and reject this mode of organization.

Similarly, the members of a project tend to have their nose to the grindstone, carrying out small-scale experiments one after the other, when it would be necessary to take a step back and perhaps cancel a campaign outright, or make a major change.

Moreover, marketing is rarely the leading department in a company. So, as the team speeds up, it may face bottlenecks when other, less agile, departments are involved in the realization of a task.

Moving to an agile organization typically requires an increase in the productivity of team members. Some see it as a stimulating challenge, others a counter-productive pressure. It’s up to the manager to adapt the organization to the culture of the company, to allow the transition to occur while being flexible. (Photo credit: Jordan Whitfield, Unsplash)

Last but not least, collective responsibility dilutes individual responsibilities. In case of serious misconduct or massive failure of a campaign, it’s impossible to really identify who is responsible and allow him to learn from his mistakes.

So you would like to adopt agile marketing? One of the easy experiments to conduct during your first sprint is the ordering of a sponsored article. And for that, as usual, the platform, also agile and responsive, is your ally.

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