The word Agile is all over the place as in agile marketing, agile management, agile organizations, agile software development and more. It promises self-directed teamwork, speedy execution, and massive ROI. But is Agile marketing just an overhyped term or is it an effective tool to manage campaigns? This article looks at both sides.
The Agile Manifesto of Software Development, prepared in 2001, provided an innovative mindset to creating software. The focus was on collaborating with customers and delivering value to them. The approach could be encapsulated into four top values:
The reason developers launched this project was because the software sector desperately needed change. It was crippled by long-delayed and inappropriate processes as well as wrecked budgets. In fact, some of the processes were more suitable for developing hardware widgets on a physical assembly line rather than coding software on a desktop computer.
Agile was founded as a philosophy to educate developers on how software should be made. Agile provides guiding principles that any group can create workflows or frameworks. Initially, it was not meant to be a prescribed playbook or a specific methodology.
However today, Agile is not restricted to the software and IT sector. There are loads of online articles on construction, HR, and marketing teams using Agile methods.
Some critics opine that there can be no one-size-fits-all approach to marketing as each marketing team is unique and works on one-of-a-kind campaigns.
In the good old days before the Agile manifesto was written or before standup meetings in Scrum teams started taking place, projects were executed without buzzwords such as Kanban or iterative cycles. Teams just had face-to-face meetings to discuss creative briefs, solve challenges, communicate with concerned parties, and get things done in the old-fashioned way. In short, marketing success was the result of completing outstanding work in the shortest possible time.
Then Agile happened, and it was sensationalized and hyped by the online media and technical press as the hot new paradigm.
A prominent software engineer famously remarked that we don’t need repeatable processes, only repeatable results.
Therefore, many critics opine that marketers should not focus on the method, but on the outcome. They need to do what is required to get consistently successful results. To this end, they should not hesitate to adopt Agile, Waterfall, or any other project management methodology.
In short, these critics say Agile marketing is simply a trendy buzzword for age-old marketing strategies. They do not believe marketers will be able to execute complex campaigns more quickly with this method.
Supporters of Agile are vehement that it is not another short-lived fad. The methodology was formulated only in 2001 buts its basics and foundation go as far back as the 1950s.
More importantly, the issues that led to the development of Agile are still with us. We still have zero bandwidth, tight deadlines, chaotic inflow of work requests, and constant change. People support Agile because it delivers tangible results in terms of innovation stemming from collaboration and speed of execution.
Agile marketing is collaborative and customer-focused which helps it to create value from its lean methodology. You can build and test campaigns in iterations, and improve them constantly. With Agile, you don’t need to wait for a complete email campaign to finish before you A/B test a different email subject line on a tiny percentage of your subscriber list.
Agile marketing promotes quick action which requires cross-functional teams. It leads to more informed and coordinated teamwork throughout a company and not just in the marketing unit. Plus, Agile marketing means responding quickly to change such as the most recent update to Google’s search algorithm or a globally sensational news event.
In short, agile marketing means the application of the Agile values and philosophy in marketing strategies in order to concentrate on customers, resolve their issues, and create value for them.
Therefore for Agile supporters, it is not simply a buzzword. Rather, it is a tested method that enables modern marketers to obtain success by following effective strategies.
Surveys reveal that Agile marketing provides two main types of benefits to businesses:
Wrike is surely Agile marketing is effective because it has met with tangible success in implementing this methodology.
First, their marketing operations team implemented weekly sprints and an organized intake process using Dynamic Request Forms. Their cadence facilitated quicker execution and testing on ad campaigns.
Then, their content marketing team switched to daily standup meetings and weekly sprints to discuss priorities and talk about challenges. They also implemented Request Forms to handle the large amount of incoming proofreading tasks from every department of the company.
The result is both teams are now better able to deal with higher volumes of work and execute their tasks in a timely manner without missing anything. In short, both teams execute the same type of high-quality collaborative teamwork that is done by athletes in a trophy-winning sports team.
There is also a wide variety of collaboration startegies Wrike lets you implement that we discussed in a separate article.
Our conclusion is agile marketing does indeed work and produces excellent results. You can also go agile by using Wrike for your project management needs. Start today by signing up for the Wrike free trial on the product website.
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