Agile marketing is no longer a ‘nice to have’ but a necessity for your marketing mix. It is crucial for businesses to increase market response time in order to respond well to market changes.
Be adaptive, add value, delight consumers and thus make a profit as a result. While you must focus on continuous innovation to remain relevant, it should not be done randomly and haphazardly. Agile changes should reinforce your management values, objectives and practices while the technology drives consumer benefits. Shifts in technology, competition and consumer preferences will always take place so businesses must remain grounded as innovation occurs in its products and services.
With agile marketing you will get faster feedback in real time on how well or poorly your product or service is doing in the marketplace. You can then assess the performance of your marketing activities and adjust according to the results you receive.
Marketing is taking place in such a fast, changing and fluid world that non-adopters will be left behind if they don’t adjust their strategies. Marketing opportunities can be fleeting and should be seized as often as possible. Platforms, markets, competition and so on can change practically overnight. Google, Facebook, Cloud Computing, Twitter etc. are constantly making updates and changes. Further, consumer expectations have increased and they expect companies to react swiftly across platforms and experiences. Companies can do this as needed by engaging with their audience on various platforms.
If a consumer tweets a complaint about your products or services you have to respond within 24 hours. Response time and flexibility are key. It’s not just your reputation that’s at stake but your whole company.
It’s also important to take hold of current opportunities and align and adjust accordingly before they disappear. You may not have the luxury of waiting until after the first quarter to act on something.
Sometimes you can’t plan out all of your marketing efforts one year in advance, you have to reach your audience in shorter and shorter periods of time.
By the time you launch one of your campaigns, the dilemma you’re trying to resolve could be long gone. You have to keep pace with current trends and resolve pain points in a faster period of time so you don’t miss out on opportunities.
Agile marketing can be a challenge as companies sometimes need to rely on developers and vendors to resolve consumer issues but it can be done nevertheless.
So, What Should You Do About It?
Create a one-page annual marketing plan with your most important themes and metrics. Afterwards, create a more detailed monthly plan. Your team should get together about three times per week to review your monthly plans and stay in the moment … be flexible and agile.
While it might be a good idea to double-down on marketing efforts that have proven to be effective in the past, don’t be afraid to try new things as well. Last quarter’s Adwords campaign may no longer be relevant. Test something new. Base your decisions for implementing something on actual tests and allocate resources accordingly.
Also, use collaboration and content-sharing tools to facilitate the agile marketing process and turn ideas into action. Pay close attention to what’s being worked on. Experiment quickly. Fail upwards fast (if necessary). Look at what’s succeeding and lookout for pitfalls. Shift and move accordingly.
Experiment, reflect, respond … do what it takes to embrace agile marketing. The future is now.