You can’t keep up with your customers. If traditional marketing can’t keep up with customer demands quickly, agile marketing can.
What is Agile Marketing?
In the early 2000s, the Agile Manifesto emerg, or more precisely, the Manifesto of Agile Development Methodology Developers . Programmers were tir of doing their job poorly, and, as it turn out, ineffective methodologies were hindering them. Bas on the Manifesto, a number of agile development methodologies emerg, which, according to experts, result in better quality software.
Marketers also decid not to lag behind. The most resourceful adapt Agile methods creat for development to their field back in the 2000s. And in 2012, they came up with their own Manifesto of Agile Marketing. Now it (marketing) can also “officially” have the prefix agile. Methodologies themselves, such as Scrum , have not undergone any modifications, and most of the practices and principles are us in the same way. Marketers now also work in sprints, create backlogs, write stories, work on feback, and hold daily meetings.
Manifesto and Principles
The manifesto was written in 2012 by members of the recent mobile phone number data SprintZero conference in San Francisco. Here are its provisions.
- Confirm data instead of opinions and conventions.
- Customer-focus collaboration instead of internal disagreements and hierarchy within the team.
- Iterative and adaptive campaigns instead of large, long-term ones.
- Customer research instead of statistical visual, original and striking content forecasting.
- Flexibility instead of rigid planning.
- The ability to change instead of following a plan.
- Many small experiments instead of one or a few large ones.
If you compare this Manifesto with the Manifesto for Agile Software Development, you can see some similarities. But the original was more concise.
Principles of Agile Marketing.
- Our top priority is customer satisfaction. Japan Data This is achiev through a continuous process and rapid error correction.
- We welcome and plan for change. We believe that our willingness to change quickly is a competitive advantage.
- You ne to update your marketing plan from once every couple of weeks to once every couple of months. Preferably as often as possible.
- Good marketing requires collaboration between business, sales, and marketing representatives.
- Build your marketing plan around interest people. Give them the tools and support they ne, and trust them to get the job done.
- Check results bas on customer feback. This is the main measure of progress.
- Sustainable marketing requires constant momentum and the ability to make necessary adjustments.
- Don’t be afraid to make a mistake, just don’t make it twice.
- Following marketing principles and good design increases flexibility.
- Simplicity is the foundation.<
Literature
There are very few books written about Agile marketing. Most of the literature is about Agile methods and principles in general, as well as individual methodologies. Some of them are worth reading.
- “Agile Marketing”, Roland Smar
- “Flexible management of projects and products”, Boris Wolfson
- “Scrum: A Revolutionary Method for Project Management,” by Jeff Sutherland.
Applying Agile Marketing
Flexible marketing is already being us. In the West, many companies actively practice it, in Russia they are beginning to master it, sometimes not quite consciously.
The outward manifestation of agile marketing: timeliness. During the Super Bowl, the main sporting event in the Unit States, the power suddenly went out in New Orleans. Oreo respond even more suddenly and tweet: “Power out? No problem. You can munch in the dark.” It collect 15,000 retweets. Burger King is similarly quick — the company knows how to react to suddenly emerging trends.
In Russia, Agile principles in marketing are follow by Aviasales and Sberbank. The largest bank in the country, starting with the IT sphere, is gradually switching completely to a flexible management system. And Aviasales never tires of changing: during the bankruptcy of travel agencies, the company began to impose independent travel on clients and ultimately avoid the crisis. Aviasales is also known for scandalous advertising posts, but the main thing in these posts is a timely response to the event that occurr.
Agile marketing in different cases can completely turn over the activities of a team and a company or hardly change it at all. However, its goal is always the same: to be ready for changes, to turn off the wrong path in time.
