Today's modern marketer has to seek out every opportunity to learn new ways to engage consumers. In this case, Agile isn’t meant to be a synonym for nimble, but it may include project management elements that let modern marketing organizations act in a way that is more consistent with how businesses have changed in the 21st Century.
Agile Marketing is an approach to marketing that takes its inspiration from Agile software development. Here's what Agile Marketing values:
Responding to change over following a plan
Rapid iterations over Big-Bang campaigns
Testing and data over opinions and conventions
Many small experiments over a few large bets
Individual interactions over one size fits all
Collaboration over silos and hierarchy
The goals of Agile Marketing are to improve the speed, predictability, transparency, and adaptability to change of the marketing function.
The three most popular Agile practices are 1. User Stories (51%), 2. Frequent Releases (47%), and 3. Retrospectives (43%).
But four other practices are in use by a third or more of the Agile teams we surveyed. They are:
Daily standups (40%)
Kanban boards (34%)
Sprint/iteration planning (33%)
Work in Progress (WIP) limits (33%)
Clearly this is just the tip of the iceberg here. There’s much more to explore and discuss on this topic. The important point is that you know how and when to apply it to your business.
Find out how J&C can help your company incorporate a more agile approach to serving customers. The result will be better retention and better business outcomes.