Agile marketing is a tactical marketing strategy in which teams define and concentrate their mutual attention on high-value projects, complete those projects cooperatively, evaluate their effect, and then develop the results continuously and incrementally over time.
Key terms used in Agile Marketing:
- SPRINT: It is defined as a period in which a team commit to complete certain output.
- EPIC: A large efforts split up into multiple related user stories.
- TASK: A detailed note of task with stakeholders in mind.
- STORY POINT: Estimated level of efforts.
- POINT SYATEM: Point system is used to determine the difficulty level.
- SPRINT COMMITMENT: Public meetings where team commits to their stories for their coming sprint.
- SPRINT REVIEW: Team review accomplishment and lessons from last sprints.
Process of Agile Marketing
1. Defining goals
Since the Agile process is heavily reliant on the establishment of SMART goals (specific, measurable, attainable, relevant, and timely), a corporation must prioritize its goals to meet its objectives.
2. Identifying Key Performance Indicators (KPIs)
Establish a key performance indicator so that marketers can test their launch pad with metrics. It also aids marketers in determining what improvements are expected in the next iteration.
3. Development of Personas
Create a profile of your ideal audience. Members will guide the production of content and functionality in this manner.
4. Jobs to be Done:
The team compiles and records a list of tasks to be accomplished during daily meetings. It also contains the marketer’s wish list, which he needs to save for the future.
5. Journey Mapping
Creating a long-term marketing plan with clear targets and priorities.
6. Sprint
The agile method is more of a sprint than a marathon. Sprints are short bursts of action that allow your team to launch a website in just a few weeks.
Principles of Agile Marketing
Benefits of Agile Marketing:
- Enables Better Internal Communication
- Enhances Productivity
- Imparts Competitive Boost
- Mitigates Marketing Costs
- Ensures Employee Satisfaction
- Facilitates Transparency
- Allows Measurement of Results
- Makes work fun.
Agile Marketing Frameworks:
Scrum vs Kanban Ideologies
People use the Scrum framework to solve complex adaptive problems when creating high-value products in an efficient and innovative manner. Scrum is focused on empirical process management theory, which states that information is gained through practice and decisions are made based on that knowledge.
This strategy is supported by three pillars:
- Transparency
- Inspection
- Adaptation
Kanban is a method of visualizing and monitoring work in progress to enhance flow and provoke system change.
It is based on four basic principles:
- Start with what you are doing right now.
- Accept the challenge of evolutionary change.
- Value existing positions, duties, and work titles at first.
- At all stages, promote acts of leadership.
References:
www.workfront.com. (n.d.). What is Agile Marketing? | Workfront. [online] Available at: https://www.workfront.com/project-management/methodologies/agile/agile-marketing#what-is-agile-marketing [Accessed 27 Mar. 2021].
Top 12 Agile Principles (2017). Top 12 Agile Principles – ProjectManager.com. [online] ProjectManager.com. Available at: https://www.projectmanager.com/blog/agile-principles [Accessed 27 Mar. 2021].
Marketo Marketing Blog – Best Practices and Thought Leadership. (2019). Agile Marketing | Overview and 8 Reasons to Adopt It in 2020. [online] Available at: https://blog.marketo.com/2019/11/agile-marketing-adoption.html [Accessed 27 Mar. 2021].
Mathenge, J. (n.d.). Scrum vs Kanban: A Comparison of Agile Methodologies. [online] BMC Blogs. Available at: https://www.bmc.com/blogs/scrum-vs-kanban/ [Accessed 27 Mar. 2021].
WASIM RAJA M (2013). ADOPTING AGILE APPROACH IN WEB APPLICATION DEVELOPMENT FOR E LEARNING. Handle.net. [online] Available at: http://hdl.handle.net/10603/177171 [Accessed 27 Mar. 2021].
