I recently listened to Agile Marketing For a World of Constant Change hosted by Scott Brinker, co-founder of ion interactive. For several years, Scott has been writing at Chief Marketing Technologist about the explosion of marketing technology and how it’s changing marketing strategy, business management and organizational culture.
Agile management is an iterative and adaptive process where small, highly-collaborative teams work in a series of short cycles, incorporating rapid feedback, to deliver emergent solutions, emphasizing transparency among all stakeholders.
Just like agile development emphasizes the value of working software over comprehensive documentation, agile marketing should value delighting customers over enshrining internal processes
5 Core Values of Agile Marketing Management
- Individuals and interactions over processes and tools
- Responding to change over following a plan
- Remarkable customer experiences over formalized internal procedures
- Testing and data over opinions and conventions
- Many small experiments over a few large bets
Similarly, David Armano pointed this out several years ago by illustrating the differences between “conventional marketing” and “unconventional marketing.”
Unconventional marketing is focused on adapting to complexity — very much in the same way as agile marketing management.
You start with a little strategy. Then engage in iterative cycles of plan-design-launch-measure that are executed tightly together. After several iterations, you step back to reflect on insights learned and patterns discovered to impact the development of the next little strategy.
Agile marketing methodologies work best in marketing that can be broken down into small, discrete components and strategies that can be delivered incrementally and adapted over a series of sprints. Be guaranteed, this won’t work in every case, but there are many situations and marketing programs that work great in an agile process.
Marketing Missions Ideal for Agile Marketing Management
- Content Marketing
- Social Media
- Web Development
- Search Engine Optimization [SEO]
- Mobile Application Development
- Marketing Automation
- PPC Advertising
- Landing Pages & Offers