Using agile in your marketing is an important approach you don't want to sleep on.
It's a way to empower your team to work more collaboratively, flexibly, and more productively so that you can dramatically level up your innovation.
Why is this crucial in marketing? Well, because it enables you to stay ahead of competitive activity, respond to customer behaviour, and also to keep pace in a fluctuating marketplace (which became particularly relevant during the pandemic). Indeed, industry experts regularly note that marketers need to move quickly and flexibly.
Considering this, let's take a look at how agile will help your marketing to stay ahead of the curve.
Innovation tends to dwell less at the center of an organization than at its edges.
- John Doerr, Measure What Matters
Thanks to Agile, you can break down silos and bring in ideas from different areas. This will foster new approaches to your marketing as those usually at the periphery can now share their input.
Indeed, agile always prioritizes people over processes. This helps eliminate information silos and contributes toward innovation as people are purposefully brought together. Staff who previously didn't work work with one another can now discuss exciting ideas in cross-functional teams. That means SEO specialists, copywriters, and design experts (as well as different personalities) all collaborating harmoniously.
Also, consider that instead of email threads (that tend to silo information with a select few colleagues), you'll have more collaborative meetings where staff openly share updates, progress, and ideas on how best to move projects forward.
Iterate Faster, and Enjoy Flexibility
Before we explore this point, let's first define our terms, and clarify what “sprint” and “iteration” mean within the agile methodology. A sprint is a relatively short time-box where a team completes a certain quantity of work. An iteration is a time-box of work in an iterative project.
With Agile, you can try something; see if it works, and then move on. As a result, you can deploy more ideas in your marketing and evolve your strategy rapidly. For example, you can try an ad campaign targeted at a certain demographic, and if it fails, you can quickly vary an aspect of the campaign, and try again.
As a result, you can move faster and optimise your ads, your landing pages, and other marketing material more quickly. This means you can optimise for conversions (or whatever KPIs matter most to you), and out manoeuvre your competitors.
Thanks to feedback and rapid iterations, you can also deliver consistent improvements rather than via a large amount of feedback at the end of a project. Because of this, your team will deliver work more efficiently and can bring a “minimum viable product” more promptly.
Out-Innovate the Competition, Today
From boosting collaboration to helping your marketing department to iterate more effectively, agile is a powerful tool that will help you deliver more. So, how would your marketing improve if you levelled up your innovation with agile?
If you'd like to find out more about how agile can help your business, or how we can support you, explore our resources here.