So, will 2016 be the year that we see more marketers adopt agile marketing in a more serious way? Will they finally buy in? Certainly, agile marketing seems to be more in fashion because these days as it increases your team planned capacity by 50%.
The speed at which social media, content, and digital marketing technology is evolving has changed the way the traditional marketer has approached their jobs. In this data-centric world, planning a campaign in advance can’t be trusted because the behavior of your target audience is constantly changing, marketing channels evolving every day. That is why many marketers are looking at agile marketing as a means to survive in the fast-paced word of technology.
But there are few marketers who haven’t adopted this new methodology, those who think their old-school marketing techniques will help them to survive. So in this article I’ll highlight some points that will help you try and decide whether Agile marketing is the future of marketing or merely a fad:
Agile is Quick!
And it might be an understatement!
Agile achieves its target goal by completing its work as quickly as possible and then moving on to the next goal. How does this happen?
Agile marketing does this by using scrum planning techniques for work in which teams break the big project into smaller components. By doing this, the agile method helps marketers to understand the problems and fix them as quickly as possible, address many different marketing duties, and help not to repeat themselves.
But there are few marketers who buy into the myth that working quickly increases the margin of error. But that’s not true! Agile marketing isn’t about doing thing “quickly”, at least not in the sense of individual hurrying in their work, but more about not wasting time.
The philosophy behind is that agile marketing minimizes the time spent on unnecessary overhead, such as excessive documentation, perfunctory meetings, or overlay formal protocols between stakeholders. By doing this, team members actually spend time doing productive work which helps them to achieve the target goal as quickly as possible. Agile marketing is about speed and efficiency.
Does Agile Support Long-Term Visions?
Many marketers think that Agile marketing is the future because it focuses on developing a shorter campaign in order to maximize the flexibility of said campaign. This is done by creating weekly and monthly goals to achieve, and then monitoring them for results. This way, marketers can instantly and accurately measure the success of each campaign which will then affect both the overall strategy.
But, many marketers think that planning short campaigns can only generate less leads and they also think planning a strategy for short periods of time will be difficult because there is continuously change in customer behavior and environment. These marketers think it will be very difficult for them to come up with the perfect strategy for the short campaign. But again for the marketer it’s an option not a requirement.
So time will tell that agile marketing is future or not.
Is Agile Marketing Consistent?
Agile marketing can be a very consistent plan of attach. Many marketers will not agree with me, as marketing teams very often have strict rules about how source control is managed, but the process of agile marketing can either be very structured and consistent, or loose and free-flowing; it depends on the marketer. Generally, the goal of agile is to optimize the net productivity with standardization process.
However, many marketers think that agile marketing doesn’t enforce consistency because they think that team members simply grab tasks from the backlog of tasks and get them done however they want, without having adhere to any standardized procedure or requirement. Those popped consider this approach akin to the wild west of marketing, with people just working to get done quickly. There’s also a question of consistency when interacting with a client.
They think that if the client is unclear about their requirement for a project or campaign, then there is a chance for messing up the effort and it’s impossible to be consistent because it always happen when the client doesn’t know what they want. This question of outcomes makes it difficult for marketers to decide and work on one specific goal.
A Choice To Make
At the end of the day though, it’s important that you decide if agile marketing is the right fit for you and your team. Depending on the circumstances, the environment, and the people you have it can change the situation. However, don’t think that just because agile marketing is a new marketing type that it should be dismissed immediately for older techniques.
Consider this quote from Charles Darwin:
“It is not the strongest of the species that survive, nor the intelligent, but the one most responsive to the change.”
I know that this concept still new to some of the marketers, but remember that “The ball is in your hand”. You have the ability to decide whether or not an agile marketing approach is right for you or if it can even be a success. It’s on you as the marketer to decide.