When you hear the word agility, what comes to mind?
Fast? Flexible? Maybe something that is quick on its feet and adapt to any situation?
Agile Marketing is just that. It is a project management philosophy which maximises productivity, improves quality, encourages teamwork and frequent feedback for continual improvement. Teams perform tasks in ‘sprints’. Short outbursts of work with shorter timelines in which members work together to complete their list of tasks.
Research also must be ongoing. What are your competitors doing? What new software or apps are available to make your campaigns stand out? With technology advancing, it’s sensible to always stay informed to anticipate market changes and be flexible. That research from six or even three months ago might not be relevant anymore!
With the argument for efficient operations though, is agile marketing a practical philosophy? How can it be integrated with a company’s operations?
Firstly, the team assigned to the project meets to breakdown the entire workload into smaller tasks. These tasks are assigned to members based on their competencies and availability. Campaigns and projects are broken down into small chunks of work which typically wouldn’t take more than a few hours to complete. These are referred to as ‘sprints’. Each team member is assigned a list of sprints which are then compiled together by the project leader. The combined list is referred to as the team’s backlog.
When each member is clear on their task and deadlines, the team leader reviews their progress and its impact on the project. Each person is responsible for reporting on what they worked on yesterday, what they’re working on today and any obstacles that may prevent them from completing on time. Agile Marketing’s core is continuous feedback and improvement. Information must flow seamlessly within the project team to ensure that everyone is updated and informed should any risks be identified to the project’s completion.
The purpose of the consistent communication is to identify and implement improvements in a timely manner. Hence the term ‘agile’, where feedback allows the team to quickly adapt to changing situations. Once a feedback and improvement rhythm is established, the project backlog can be re-organised to accommodate any changing circumstances and keep the flow of activity on track. Continuous feedback allows the project team to be flexible, alert and ready for change.
When the project backlog is completed, this is a time where the deliverables are discussed as to what methods worked and what failed. What were the projected results vs actual results? The team goes over how the work sprints took place and were they able to complete all items on the backlog on time.
Being agile and facilitating continuous improvement might sound good, but how does this really help the organisation’s competitive edge? Agile marketing is not concerned with what we do, but how we do it. If organisations are to invest in this methodology, what are the expected returns?
Time is money. The more time you waste, the more money you lose. Project inconsistencies result in delayed launches. If your project is delayed, you’re wasting resources. The competition may surpass you and eventually, your team may get unmotivated and abandon the project altogether. Agile Marketing gives you a practical infrastructure to get your campaigns moving at a competitive rate.
How do you make your digital marketing more efficient? By adapting to changing technology and consumer tastes. The element of continuous research and feedback in agile marketing allows you to respond faster to change.
Have you ever wondered with so many distractions and demands, how do I stay productive? Remember, the assigning of work sprints in the meeting considers team members competencies and availability. Therefore, you will not be rationally expected to complete a task if you don’t have the resources to do so. Communication flows consistently, so there are no workload imbalances or hindrances to productivity. Usually, if a team member identifies an inefficiency in their work sprint, regular feedback will inform the project team to re-strategise and avoid making that same mistake in their work or in future projects
Organising your workload into sprints allows your team to understand the objectives of the project and what they are expected to do. Once your team knows what they have to do, when it is due and can successfully manage that workload, they are far more likely to accomplish it within the set guidelines.
If you have considered, “How do I improve my digital marketing or quality of customer service to clients”, agile marketing can give you that edge. The continuous improvement element is, benefits your customer. You want your marketing campaign, new product launch or whatever project to offer the highest value. Customers must be aware of what you’ve developed, like and benefit from it for revenue to be generated.
An agile marketing approach ensures errors are quickly spotted and eliminated, the team is working collaboratively, and the project is of high quality, so your customer will be satisfied, and buy or invest with you. The competitive edge of this philosophy lies at its core. Consistent research and communication through feedback are essential to keep an organisation moving and improving to work efficiently with their team and customers.