The what, why and how of agile marketing

If you Google “agile marketing,” you’ll get nearly half a million hits. With so much new and evolving information out there about the concept, it can be challenging to know what it is and how to get started.

First, a quick background. Agile marketing’s roots stem from agile software and the Manifesto for Agile Software Development principles, including being prepared for change and the need to pivot; having short, frequent meetings to connect with those involved; and delivering iterations within shorter timeframes.

Why agile marketing?

So why should marketers consider going agile? According to digital marketing agency Demodia, adopting an agile approach improves speed, predictability, transparency and adaptability.

And according to a 2018 survey of marketing managers and executives by Agile Sherpas, agile marketing allows marketers to identify roadblocks and problems sooner, and change gears quickly and effectively based on feedback, resulting in higher productivity and quality work.

How do you get started with agile marketing?

According to Demodia, having the right people, processes and tools (such as OpenText Hightail) are key components to successful agile marketing. (Read the post here for a more in-depth look.)

But once you have those components in place, how can you be sure you’re really agile? Here are some questions to ask yourself:

– Are you open to change? Being able to pivot quickly to address ongoing change can help ensure your messaging is relevant and will resonate with your audience.

– Are you meeting often enough? Frequent check-ins with your team and stakeholders can help ensure everyone is on the same page for your creative projects.

– Do you build projects around motivated team members? Harness that positive energy to uplift the whole team and keep them focused on getting the job done.

– Do you examine (and continually re-examine) your creative processes? What lessons did you learn from your last project? This can help your team fine-tune best practices to help meet your objectives.

Start answering these key questions to kick off your agile marketing journey and address change, empower your team and keep everyone on the same page.

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