Agile Marketing and Why You Need It In The Age Of The Customer
Marketing never sleeps.
At any given moment, marketers have multiple channels and campaigns open alongside the daily grind of deliverables they need to get done within a day. On top of all that, why does everyone else seem to want to sit around and discuss the latest movie that came out last weekend?
But it isn’t just marketers who are always connected – their customers are too. They’re switching from screen to screen and device to device, with ever-decreasing attention spans. We can no longer afford to take three weeks to develop an emailing strategy, approve it, test run it, and finally put it out.
Now, businesses have to run with opportunities as they present themselves, and our digital marketing agency can put those winds in your sails.
In a world where the hare now beats the tortoise, today’s marketers are agile. This means that they’re reaching their audiences with the right message at the right time, on the most relevant platform.
In the constantly-changing digital scenario, a single Google update can pull the carpet out from under your feet and leave your traditional marketing methodology struggling with its focus on producers and sales cycles. Agile marketing helps businesses consider customers and their buying behaviour, in addition to traditional routes.
Image Source CleverTap
Put simply, agile marketing is the use of data gathered to continuously improve your marketing campaigns throughout the process. In 2012, a group of marketers came together to create the Agile Manifesto, an agreed-upon set of values to guide marketers towards a more “agile” way of working.
It means customer focus, constant change and collaboration, and continuous iteration, and focuses on these values:
- Testing + data over assumption + opinion
- Responding to change rather than just following a plan
- Rapid iterations rather than long-term campaigns
- Many smaller experiments rather than standalone bets
- Collaboration + transparency over hierarchy + working in isolation
In agile marketing, teams apply collective efforts to complete projects under short and definitive time periods. Read this great article to know some agile marketing myths to bust.
Image Source Agile Retrospective
But why should you use agile marketing as a part of your strategy?
In B2B and B2C industries, successful marketing means increased customer satisfaction and sales. When marketers need to move quickly due to customer dissatisfaction, product recall or poor response on a social contest, agile marketing comes to the rescue. This is why you should use it.
- Better Internal Communication
Sometimes, a business’s marketing and IT teams feel like oil and water. Adopting agile marketing improves communication not only within the marketing team, but between different departments. With regular, target-focused meetings, any challenge is immediately resolved and everyone knows what the other is doing.
- Save On Cost
Companies can effectively save and get long-term results at the same time by reaching out to a larger audience through great work ethics and organisation, all without the extra cost of scrambling to find multiple alternative solutions.
- Happier Employees
80.9 percent of agile marketers are satisfied with their work, as compared to 27 percent of ad hoc marketers, and 44.2 percent of traditional marketers. When your employees are better able to prioritise tasks, improve coordination and delivery, it boosts morale. Colleagues’ project visibility is another factor that helps quality of work shoot up.
When marketers have a clear insight into the course of a project, sprint review meetings, and better feedback, this brings better results. Transparency isn’t just limited to the team, but means that a company’s marketing team can acknowledge the work of management, or work closely with customers to offer genuine services.
Life as a marketer is a series of sprints, where they need to constantly reinvent themselves and embrace new tactics that allow them to stay up-to-date with trends and what customers really want.
We know the importance of getting the right message out to the right audience for your business. So let us do it for you. Tribe of Brands can help you stay on top of trends to effectively navigate the complex waters of the internet. Our marketing agency can help you with further ideas on how to design world-class websites, seamless user journeys, and digital marketing campaigns.
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