I am a firm believer that everything can and should be Agile! The days of analysis paralysis should be long behind us. Our customers and their attention spans move at internet speeds and you have 3 clicks or less to get their attention. Agile software delivery strives to deliver business value to customers quickly while minimizing risk and defects while Agile Marketing is essentially the same idea where the business value is timely and relevant information about our product / service offerings to new and existing customers. Defects or campaigns that do not generate interest and conversions should be quickly identified, modified and / or eliminated in favor of better performing campaigns.
Agile Marketing Manifesto (interpreted) :
Individuals and Interactions over Processes and Tools
Measurement and Data over Opinions and Conventions
Authentic Engagement and Transparency over Official Posturing
Rapid Iterations over a Few Large Bets
Two-way Conversations over One-way Interruptions
Intimate Customer Tribes over Impersonal Mass Markets
Below, we have compiled are a few Agile Marketing related resources:
Intro to Agile Marketing in 2 minutes
The title of this video speaks for itself… 2 minutes – let’s go!
The Agile Marketing Manifesto
Here, the author discusses newways to create customer value for organizations through the new marketing approaches. These approaches come from a combination of Agile Marketing manifestos featured in a blog post by Travis Arnold. Values that have been highlighted include collaboration, adaptive campaigns, customer discovery, and more.
A collection of Agile Marketing Manifestos
https://travisarnold.com/agile-marketing-manifestos/
As referenced above, this article compiles a host of different Agile ideas and principles, and in doing so points out the differences between them. The contrast between comprehensiveness, and simplicity are reviewed, and the limitations of each are discussed. In addition, he gives feedback on each manifesto, focusing on what is most important from his point of view. Different Agile practitioners often have different views, so it is valuable to look at the simple breakdowns of the initial framework that embodies what Agile Marketing is all about.
Implement Scrum for Digital Marketing
https://conversionxl.com/blog/agile-marketing-scrum/
This article looks at Agile as a marketing methodology, separating it from its roots in software development and applying the practices to marketing campaigns. Digital marketing teams face different challenges than software development teams, but conceptually, many of these issues are very similar. Agile management practices that are data driven, quantitative, and iterative can be applied to marketing campaigns to mitigate risk, and help them operate more effectively. Here, the parallels are pointed out, and the problems faced in software development are adapted to a digital marketing teams point of view.
Agile Marketing a step by step guide
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/agile-marketing-a-step-by-step-guide
This is another great article that focuses on engaging in innovative new ways to meet customers’ needs more effectively through Agile marketing practices. Again, it looks at Agile from a marketing perspective, and gives a step by step overview of how to implement it properly. It covers core concepts, such as evaluating results to improve data driven solutions, deploying tests quickly, and rapidly iterating processes to achieve targeted goals. Not only does it describe and define the concepts of Sprints, designing tests, and customer first methodology, this article also provides practical and effective tips to do so.
