What in the World is Agile Marketing? 3 Common Myths Debunked
05 February 2020
Posted by: Stacey Ackerman
What in the world is agile marketing? No, it’s not a cool new tool that you can plug in to zip out content at the speed of light. If anyone’s invented that yet, please let me know! Since agile marketing is still such a new phenomenon let me dispel some of the myths and assumptions and tell you what it’s really all about.
Agile marketing can be easily summed up as marketing that’s flexible and responsive to market conditions and customer reactions. However, this alone is sometimes what I call ‘chaos marketing’, so to be an agile marketing practice, you must also work on a dedicated team of people that can get the majority of the work executed themselves, be working off of one prioritised backlog and work in small iterations with rapid feedback loops.
Myth #1: Agile Marketing is Only for The Team
The first part of agile marketing is responsiveness to changes in the marketplace. If your company has a detailed marketing plan that requires management approval and a helluva lot of meetings to make any adjustments, you’re not in a position to be responsive.
A company I know was working on a Facebook marketing campaign when there was a security breach and their most loyal customers were leaving the platform. They kept launching promotions there, but they performed poorly. The company was too hamstrung by corporate regulations and rules to adapt in time and move to another platform, even though they knew it was the right move. If the team doing the work was able to make the changes themselves, they could have quickly pivoted to the right platform to reach their intended audience.
So while the team is doing the heavy lifting, it requires leadership support to build empowering teams and trust them to get the job done.
Myth #2: We Can Start With a Part-Time Pilot Team
Agile Marketing is all about teamwork and a focused effort to accomplish work together off a single prioritised backlog. A lot of clients I’ve worked with try to start agile marketing with everyone doing their ‘day jobs’ and throwing ‘agile’ on top of it like icing on a cake, only to discover their employees become more overloaded than they already were!
So, before starting any sort of agile marketing pilot team, make sure that you can get together a small group of marketers that can be focused on a single, prioritised list of work.
When the group is focused and dedicated on high-value work, they’re able to accomplish a lot more and you’ll see a big difference from the old way of working.
Myth #3: Agile Marketing Means Getting More Work Done Faster
A lot of people think agile marketing is about going faster, but that’s not exactly true. With agile marketing, marketers get work out to market faster, in an effort to learn how customers will respond.
However, this doesn’t mean piling more work on markers that are already stressed out—it means spending less time on meaningless process and more time getting something of value into the hands of clients prospects. Agile marketing in a nutshell is all about working as an empowered team that can quickly deliver a small idea, getting feedback and then iterating on that idea.
By avoiding the three common myths and starting your agile marketing practice with leaders that can empower the team to make decisions, a dedicated team of people that can get the work done and the realistic notion that you’re not just doing this agile thing to go faster, but to quickly get valuable feedback from your customers and prospects, you’ll be well on your way to delivering marketing that’s exactly what your customers are looking for.
Original article here - https://agilifytraining.com/blogpost/?q=2019/08/what-in-world-is-agile-marketing-3.html
Guest blogger bio
Stacey Ackerman is an experienced marketer who's passionate about agile marketing. She's a well-known speaker and blogger and has helped several companies find a better way to work. Stacey is the owner of Agilify Coaching & Training, a company that helps marketers become agile marketers.