Gone are the days when you could plan out a whole year’s worth of marketing efforts in advance, set the wheels in motions and let your strategy work its magic. The customer journey has become extremely dynamic. It is only natural that in this fluid new world of social media and real time marketing, sales and marketing efforts need to grow beyond rigid, methodical and linear planning, and adapt in real time.
Considering this, you would think that most marketers would have already adapted and started to evolve with Agile Marketing. I know I thought so. But that was before I looked at the data. The reality is, although agile marketing has been around for a while and has shown great results for many who’ve used them, majority of businesses haven’t gone agile.
In a recent study done along with Forbes Insights, a group of about 300 professional marketers were asked about their views on agile marketing and its current state in marketing efforts. Only 1 out of 4 responders said they were ‘highly successful’ in using agile marketing for reduced time-to-market, more relevant customer communication and improved ROI. A staggering 75% of respondents said “agility of Marketing Operations” was a challenge, and one of the biggest hurdles (47% admitted) was “too much organizational bureaucracy”.
The principal adversary of agile marketing is silos: in structures, in plans, in mentality. Agile will disrupt the way you’ve been working so far or what you are comfortable with. It is fertile ground for progressive marketers who wish to improving the productivity, adaptability, and receptiveness of creative efforts.
Myth – Agile marketing won’t work for me because the process is ad-hoc and disorganized.
Reality – Agile Marketing is, actually, a well-designed and focused process which uses shot-term customer-focused efforts to drive long-term marketing strategies, all the while improving responsiveness and relevance. It allows for real time creative outputs through multiple channels, more experimentation, and smarter enhancements to the core marketing strategy.
The marketing scene is becoming, if not exclusively, increasingly digital, and it has created the most dynamic form of marketing scene in all of history. Social media runs the show for most campaign strategies, and unlike in traditional marketing media, the opportunities social media has to offer proper a very narrow window for reaction. Agile marketing processes are effective in these situations because it allows for real-time social engagements that is as fluid and fast-changing as the environment is.
Contrary to the popular belief, agile marketing does need planning. Planning the campaign skeleton, tools to leverage, audience targeting are essential to the process. Studies show that around 25% of requirements change during a project whether they are agile or not. Agile marketers are flexible and are able to deliver per the new requirements quicker. This gives a competitive advantage which can drive growth help businesses outperforms competitors still working with traditional methods.
Want to go agile and need a Senior Agile Marketing Expert to guide you through the transition? Ask us about our CMOasS offering.
Latest posts by Neal Conlon (see all)
- Vet to CEO – My Journey of Self-Discovery - July 3, 2017
- You Need Agile Marketing, and You Need It Yesterday! - May 1, 2017
- ACME Growth @ Cuba - April 18, 2017