Agile marketing is derived from Agile software development and is focused on collaboration and speed over a one size fits all approach to marketing. Agile marketers streamline meetings to improve communication and increase the speed and effectiveness of marketing campaigns.
Scrum contains the following steps, which are iterative:
- Sprint Planning;
- Sprint and Scrums;
- Sprint Review; and
- Sprint Retrospective
The goal of Scrum is to allow short marketing experiments with frequent feedback, so that marketers can use updated information to adapt to swiftly changing market conditions.
Agile Marketing Best Practices
Agile marketing focuses on rapid iterations instead of big bang campaigns. An iterative process allows for continuous feedback based on data. Agile marketing uses data and tests instead of relying on conventions to guide marketing. Daily, stand-up meetings are another feature of agile marketing. These 15-minute meetings provide a sense of urgency and keep communication about ongoing projects open. It is also helpful to post a calendar of events that are relevant to the business being marketing. This can point to opportunities for agile marketers to respond to events as they occur. For example, during the Super Bowl blackout in 2013, Oreo introduced their “You can still dunk in the dark” campaign. Obviously, they could not have predicted the blackout, but having the Super Bowl on the calendar of events provided an opportunity to create viral advertising in the moment.
Agile Marketing Methods
Agile marketers can meet their goals by having small teams work independently on different stages of the agile marketing process. Constant feedback from each team helps a business stay alert. Transparency is also key to any agile marketing campaign. Feedback should be shared within the team to improve communication throughout the organization. Agile marketing cannot exist without fearless communication.