Agile Marketing - MarketingblogIf you are a marketer then it is very difficult to miss the word ‘Agile Marketing’. It’s been around for a while now but it was predominantly something that marketers borrowed from software teams and it is a good thing.

Marketers are in the eye of the storm of massive change: from shopping behaviour to consuming behaviour, from products to services, from creating trends to following trends.

Brands, which were leading players once, have started losing huge market shares there is a clear recognition that the status quo cannot be maintained. How to evolve a strategy for coping with unanticipated events and changes poses a big challenge to the brands and especially to the marketing teams.

In such circumstance adopting Agile Marketing can not only create a work-environment and work-life environment that not only survives crises but also capitalizes on today’s frequent and disruptive accelerating changes.

Agile Marketing is a very focused activity so there is no room for laziness to creep in. Keep some simple steps in mind.

Identify the problem: It is important to know the problem and define it. Be as clear as possible, try to define it in a single sentence, it would be even better if you can capture it in a single line.

Set-up a working unit/team: Remember what Jeff said, if you have to order two pizzas then the team is big. So keep it small and diverse

Sprint work: Keep shorter timeline for the whole project (maximum two weeks) then keep shorter timelines for individual team members. Define what everyone needs to do on a daily basis. The individual should decide what he/she will do on an hourly basis

Stand-up meetings: Meet daily at a predefined time for just 15 minutes, discuss the previous day’s progress if there needs to be some changes made make note of it and get back to work

Weekly check-in meetings: During weekly check-ins, each team member discusses where they are in their sprint, what they need to do to complete the project, and what obstacles they face in hitting their goal.

Analyze: During the completion of the project look back and see what has gone write and what has not. Take learning for the next project and keep a record for the entire organization to access

Through Agile Marketing the organization needs to develop multiple approaches to a particular problem. By doing more small things quickly, one can learn what works and what doesn’t and can accordingly scale up / implement plans faster compared to others.

If agile marketing were employed along with digital marketing, marketers would be benefitted like never before. Not only MNCs but also small-scale industries and startups will find agile marketing principles adaptable and compatible.

Forbes reported that 27% of marketing campaigns and above 90% of CMOs are benefitted and feel that agile marketing has increased the pace at which their tasks are carried out. Also, 28% of senior marketers feel that project completion rate has rapidly increased, on the usage of Agile Marketing.

In the end, just remember in today’s world agility and a short response time is critical to survival.

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Posted by Vincent Panangadon

A marketer with over 18yrs of professional experience in brand-building, I have worked across FMCG, Consumer Durable, Payments, Advertising and communications fields. I have also managed emerging start-ups & new businesses. My core of area of expertise include strategic design, marketing, and development of the brand; with an emphasis on producing optimal results through understanding people and their behavior. With hands-on experience, I have led several initiatives for leading brands and Govt. organisations. These experiences and many others have contributed to the building blocks of my career, granting a granular-level insight, as well as the confidence required to produce real-world results within any given industry. Given the entrepreneurial streak in me, new & disruptive business ideas gets my attention easily.

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