Agile methodology is a term predominately used in the world of software development. Agile uses short development cycles called “sprints” to focus on continuous improvement in the development of a product or application. It provides a way for developers and teams to deliver a better product, in a quicker manner. In this era of digital transformation, agile is a perfect fit for organizations looking to transform how they manage projects and operate as a whole.
Agile is now spreading beyond IT into the broader organization and has entered into the world of marketing. Using the same framework as described for traditional software development, Agile marketing enables marketing teams to get more of the right things done. Also, in the rapidly changing marketing landscape, agile enables easier adaptation to change over following a long-term plan that could potentially lose relevancy. In agile, the focus is more on rapid initiatives and smaller strategies.
If something doesn’t work, you test it out and if it is not successful, it’s okay because you have learned something. Next, you iterate again, and try something else and begins the cycle for continuous improvement. This creates the perfect framework for quick data creation and testing instead of creating campaigns over opinions and hunches. My favorite advantage of agile marketing is the collaboration it creates, breaking down silos and hierarchy.
My company has begun to use the agile framework, and I am happy to report that over the last 6 months since the adoption of agile methodology within our marketing team, I have experienced all of these benefits in varying degrees. With the ever-changing digital marketing landscape we face, I think this methodology is important for any organization to consider.
- Kelleher, Morgan. “Welcome To The New World Of Agile Marketing.” Forbes, Forbes Magazine, 13 Mar. 2018, www.forbes.com/sites/forbescommunicationscouncil/2018/03/13/welcome-to-the-new-world-of-agile-marketing/#42430eababa8.