If your brand is looking to enhance its execution and delivery, agile marketing might be the answer you’ve been looking for. Agile marketing can help pull your business out of the rut by establishing clear communication lines and defined responsibilities.
Agile marketing is the ability for companies to move quickly and efficiently through tests and evaluations to produce solutions for multiple campaigns at scale. It also allows businesses to improve functionality through heightened communication combined with clear tasks and responsibilities. From streamlining these processes, brands can increase productivity.
In this blog post, we’ll help you determine if agile marketing is the right approach for your
business for quicker and efficient delivery.
Why Brands Should Follow and Agile Marketing Approach
Brands who are looking for a faster and more responsive workflow to produce results quickly should adopt and follow an agile marketing approach. But how is agile used in marketing? In a study done by CMG partners, they stated that “Agile for Marketing (A4M) drives long-term marketing strategies with short-term, customer-focused iterative projects that improve responsiveness and relevance. It allows for faster creative, more testing, smarter improvements, and better results.” Agile marketing allows companies to examine their current campaigns, analyze the results, find solutions to make them better, further allowing them to implement and execute new procedures.
93% of agile CMOs say they can switch gears more quickly and more effectively and 98% of businesses say they’ve experienced success with an agile project. From start-ups to major corporations, agile marketing can help companies accomplish tasks at a faster and more effective rate. These benefits of agile marketing apply to businesses of all sizes across all industries.
Scrum and Agile Marketing
Initially a software development tool, Scrum was quickly adopted and implemented by other business fields. In simple terms, Scrum is a project management system that emphasizes cross-communication so teams can resolve issues, respond to feedback, and flexibly rollout improvements to enhance ongoing campaigns. Scrum is an integral part of agile marketing because the Scrum framework is what makes marketing agile.
The Scrum framework consists of a hierarchy of themes, epics, stories, tasks and sprints. In agile marketing, themes are the overarching objectives of the marketing campaign. Epics are broader jobs that need to be accomplished for the marketing campaign to go into effect, like creating content for the email newsletter or creating a new landing page on the website.
Stories describe different user journeys. In other words, how will your users convert, and by what means? Tasks are individual responsibilities to be completed. For example, writing copy, taking photos, designing the newsletter, creating the landing page, these assignments need to be completed for the project to move along. Sprints refer to the timeline with which these tasks and epics need to be completed by. They are usually smaller time frames and can range anywhere between a couple of days or weeks to a couple of months. Agile marketing is one of the top digital marketing trends of 2020, adopting a Scrum framework can help increase your team’s output and productivity.
Examples of Brands that Use Agile Marketing
If you’re questioning how to implement agile marketing, we’ve compiled a list of examples of brands that have used this framework successfully. You can learn from their experiences and take inspiration from how these teams have used agile. These brands are perfect examples of how agile is used in marketing.
1. Mozilla is a software technology company that struggled with its size. With any enterprise, Mozilla struggled with silos in its huge workforce. The sheer size of the teams working on projects made processes are drawn out and lengthy. Transitioning over to agile marketing meant creating smaller teams of generalists which helped their quality and frequency of communication.
2. General Mills is a food company that wanted to focus on customer service. Their agile marketing campaign allowed the company to create systems and standard that can be used across and website. They also devoted their resources to “always- on” teams whose main focus is customer experience. This agile marketing case study shows how General Mills was able to prioritize the customer with agile marketing.
3. Santander is a retail banking company whose traditional marketing cycle was weighing the company down. They transitioned from lengthy high-risk campaigns to smaller, low-risk campaigns and released them over two weeks. Campaigns that ran successfully were further supported. Campaigns that ran unsuccessfully were abandoned. Combined with CRM and Facebook data, Santander was able to
produce measurable results for its brand.
These three brands all had different agile approach elements that served different areas o business. With the agile marketing examples above, see if their circumstances are similar to yours and decide which agile marketing tactics you can mimic to create your business’ new strategy. Pick and choose what works best for your team.
Putting Together an Agile Marketing Team
Agile marketing teams vary from business to business. An agile marketing team at a start-up looks nothing like an agile marketing team at a large corporation. But what makes these two teams similar is their responsibilities. Sometimes, bigger businesses have the luxury of hiring multiple people with very specific skill sets. Other times, smaller businesses have to hire workers with a wide range of skills to cover multiple job roles. What’s important isn’t the number of people in your agile team- it’s the clear division of duties.
● Decide Who is Responsible for What: If there is an excess of skill and not enough need, you need to downsize. However, if you are missing an essential skill set within your marketing department, like a copywriter or illustrator, someone in production whose work is integral to the realization of a marketing campaign, you need to hire.
Generally speaking, your team should be composed of people in production, promotion, creative, analytics, management, and sometimes sales. These key people can exist across your business but need to be collaborative and transparent where your agile initiatives are concerned.
● Select a Scrum Master or Project Manager: This person is responsible for the overall workflow of the team. You want to select someone who can follow up and follow through with each of the team members. This person should set priorities, address pain points, manage the team, and keep everyone on track to finishing sprints.
● Two Pizza Rule: According to the CEO of Amazon Jeff Bezos, if a team can’t be fed with two pizzas, it’s too big. Agile marketing teams need to be kept small to clearly distinguish responsibilities and hold members accountable. Keep your team under 10 people.
● Establish Clear Lines of Communication: A huge part of agile marketing is communication. Establish how frequently your team needs to communicate, through what mediums they will communicate, what kind updates you expect, and who reports to whom. These lines of communication will help keep your team on the ball.
Agile teams rely largely on what each specific initiative calls for. People can be interchangeable depending on what skills are needed to accomplish tasks.
For businesses looking to get ahead in 2020, agility is key. Agile marketing allows companies to produce more at a faster rate than traditional marketing. It allows teams to communicate effectively and empowers employees by giving them clear responsibilities. Hopefully, this blog post has shown you how agile is used in marketing and why agile marketing is the right approach for quicker and more efficient delivery. Here are the key takeaways one more time:
- Our agile marketing definition: Agile marketing is the ability for companies to move quickly and efficiently through tests and evaluations to produce solutions for multiple campaigns at scale.
- Scrum is an integral part of agile marketing because the Scrum framework is what makes marketing agile.
- Transitioning over to agile marketing helped Mozilla smaller teams of generalists which increased their quality and frequency of communication.
- Santander was able to produce measurable results for its brand using agile marketing combined with CRM and Facebook marketing data.
- When creating your agile marketing team divvy up responsibilities within your team and select a Scrum Master.
- Use the two pizza rule to keep your agile team under 10 members and establish clear lines of communication to keep your team efficient.
Post from Therese Palmere