This article is divided in four posts:
- What is agile marketing?
- How to work with agile marketing?
- What’s the job of the agile marketing team?
- What are the benefits of scrum methodology?
If there is something scarce among marketers, it is time. Therefore, among all the virtues that a professional in this sector must have, agility is one of the most necessary. But also one of the most difficult to achieve.
Everyone wants to be agile. Save time, minimize resources and duplicate results. However, is it something that is born innate or can be trained?
In most cases agility can be worked on. And in marketing specifically, there is a trend that brings the keys to do it: agile marketing.
Agile marketing to deal with changes
This discipline seeks to make the strategies that you mark within your company respond more quickly to any question that arises. As, for example, the changes of the users when it comes to consuming.
In fact agile marketing has several differences compared to the more traditional marketing processes. If until now you were accustomed to thoughts, studies, planning and analysis, agile marketing has come to change the schemes. Especially because it works to build processes that evolve constantly.
Surely you have heard how the technology allows companies to work on new, more innovative ways to meet the needs of customers. And more effectively. But taking advantage of the opportunities that the digital environment puts at your fingertips requires extra agility. If not, it is impossible to get it. Or at least quickly.
What is agile marketing?
Agile, in the context of marketing, means using data and analysis to continuously obtain promising opportunities or solutions to problems in real time. In this way, the possibility arises to implement tests quickly, evaluate the results and repeat strategies without wasting time.
On a large scale, a high performance agile marketing organization can run hundreds of campaigns simultaneously and multiple new ideas every week.
The truth is that many companies think that they are developing agile marketing strategies because they have managed to minimize some processes. Or, simply, they have learned to use multifunctional equipment. But when you look further into these processes, you discover that you only get short-term benefits.
For example, marketing often has a barrier, which is that legal department support is obtained slowly. If you do not achieve agility in all parts of the process, you will not be applying agile marketing effectively.