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In a nutshell, agile marketing adapts management methodologies from agile software development (and agile project management) and applies them to marketing teams.
These techniques are gaining momentum in marketing circles because, in many ways, modern marketing increasingly has parallels with software development, IT projects, and entrepreneurial ventures — in many cases, some of the most important marketing projects these days are software development, IT projects, and entrepreneurial (or intrapreneurial) initiatives. Yet at the same time, marketing has its own dynamics that make it different than those disciplines. This focus on customer experience touchpoints is one of the key reasons that marketing is becoming more strategic.
The whole raison d'etre of agile marketing is to better enable the delivery remarkable experiences to customers. The best teams and organizations are able to respond quickly to such change and capitalize on it. Internal marketing operations should be managed in a way that facilitates better interactions between team members, giving them the ability to act and react with greater speed and creativity.
Testing has become the quintessential data-driven marketing process: running controlled experiments to determine what resonates best with prospects and customers. Agile marketing uses data for the objective metrics by which to measure the efficacy of marketing activities. Leveraging the value of testing and data, agile marketing therefore seeks to run numerous small experiments — trying many more ideas at a much higher velocity.
The agile marketing interpretation of customer collaboration retains the spirit of working with customers, not merely trying to sell something to them from an abstract market plan.
Tuning into the voice of the customer, both implicitly from data and testing and explicitly by listening to what they say through feedback channels and social media.
Engaging with, supporting, and amplifying our best customers who become our champions, advocates, and influencers in the social media sphere.
For many organizations, adopting these principles will mean adjustments in culture as much as the implementation of specific management techniques. Great post, Scott and a very comprehensive and well-documented post on key marketing insights. I've been hearing about Agile adoption outside the software development industry, but with the exception of the Wikispeed example, this is one of the more detailed descriptions of it.
Agile marketing is increasing in all marketing methods and social media is helping to increase it. NEXT POSTDon Draper is disgusted by the new state of marketing A clever email marketing campaign from the folks at MarketingProfs for their upcoming B2B Forum — which makes a larger point about just how much the culture of marketing has changed. Synthesio—a social media marketing company—recently compiled a ranking list of celebrity endorsers, measuring the role they play in generating social media attention for their respective brands. Danica Patrick, the American auto racing driver, is among the top of the social media rankings.
Patrick, who has over 900,000 followers on Twitter, often references Go Daddy in her Tweets.
Instantly Create a Professional International Marketing Director Resume in Less than 10 Minutes. Resume Resources: We are glad to offer this free International Marketing Director resume sample free of charge. At Hansa Marketing Services, we consult on developing and optimizing marketing dashboards and will show you a couple in-house examples.


Dashboards that mix campaign results with transactions, products, and customer counts are called "health of the program" dashboards. Marketing is all about the customer, and customer dashboards tell a story about whoa€™s buying. From my consulting experience, Ia€™ve developed a list of top ten tips to help you create your next marketing dashboard.
Over the past 6 months, there has been a blossoming Renaissance of discussions, writings, and events on the subject — a number of which I summed up in a recent Search England Land column, Have You Adopted Agile Marketing Yet?
It's also influenced by related movements such as The Lean Startup methodology by Eric Ries. So while marketing can borrow a lot from existing agile and lean methodologies, there's also a need to modify and extend those approaches into something uniquely suited to the modern marketing mission. Are the expectations of prospects, customers, and partners being met (or exceeded!) in the interactions we deliver online, in person, on the phone, over mobile devices, and directly through our products and services?
It might be deftly handling a social media crisis, leveraging an unexpected opportunity in current events, or simply learning something about your customers or market that was different than you expected (or different than how it was yesterday).
As Linus Pauling famously said, "The best way to have a good idea is to have a lot of ideas." In 2009, Google ran approximately 12,000 experiments, with only about 10 percent of them leading to business changes.
However, in our rapidly changing marketing environment, it's not hard to see that the single most valuable marketing capability today is agility. I have worked on Agile Product Management for a while, and soon will be shifting into Marketing, so this links up quite nicely. Please use newer version of your browser or visit Internet Explorer 6 countdown page for more information. Review resume writing services, resume professionals, resume examples, resume objectives, resume tips, example resume formats, and helpful resume articles on this comprehensive site.
To help you cut through the clutter, leta€™s discuss some pitfalls to avoid and top tips for developing marketing dashboards.
Consulting on marketing dashboards through the years, Ia€™ve learned to watch out for a few things. Here is a dashboard we created for a client that illustrates different discount levels, audiences, and marketing tactics. I track customers as they enter or leave segments, and each movement can trigger a communication. Agile software development puts "working software" as its primary objective — everything else about the principles of agile development is pursued with that purpose in mind. This applies from early awareness building and demand generation efforts through to lifecycle customer service.
Agile management overall is based on the simple fact that projects, marketing, business, life, etc., are dynamic, not static. One of the original values of agile development is the belief that individuals and interactions are more important to success than processes and tools. Data exploration inspires creativity through the discovery of interesting customer patterns. In old school marketing, companies were often forced to make a small number of big bets because the vehicles for reaching customers were primarily "mass media" in nature and had long lead times and high costs to produce. Over the years, marketing organizations have fractured into many different silos to deal with the explosion of customer touchpoints, audience segments, and new marketing tactics.


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But I will start by telling you the main takeaway: ita€™s not about creating cool gauges and dials, ita€™s about solving business problems. The strategy is up to you; use the marketing dashboard to report on whata€™s working from a consumera€™s perspective. Because in an age where all prospects and customers are connected through digital networks, everything is marketing. Of course, processes and tools are valuable — but the contributions and interactions of people are where the real magic happens.
Testing gives us the confidence to try more bold and creative ideas, quickly and with low risk. The new digital environment is largely free from those constraints though — it's feasible to execute very targeted marketing very quickly.
By quickly trying lots of ideas, in a small and controlled fashion, scaling the ones that succeed and jettisoning the ones that don't, marketing can greatly increase the number of brilliant ideas it "discovers" and deploys.
The individual tasks that people are working on are out in the open, as is their daily progress, and ultimately the metrics by which those investments of time and energy are measured. To take advantage of data, testing, and numerous small experiments, it's important to produce marketing concepts quickly — and where possible, get them out into the real world. It's about listening to direct and indirect sources of feedback to learn how tests and initiatives are performing, and then using rapid iterations to adjust and improve accordingly. In digital marketing alone, there are often separate teams for search marketing, social media marketing, the web site, email marketing, display advertising, etc. Earned media such as Facebook likes, Twitter tweets, search engine rankings, and every other review and comment that other people make about you. This is a huge change in the dynamics of business and marketing, and this new value needs to be deeply absorbed into the DNA of modern marketing. We use it to analyze performance (analytics), to uncover new opportunities (data mining), and to dynamically tailor customer experiences (personalization). This openness helps remove impediments, reduce bureaucratic drag, and promote direct collaboration across the team.
However, customer experiences naturally span these boundaries — and to make them remarkable, these previously independent teams need to coordinate and collaborate at a whole new level. However, this is probably the single biggest cultural challenge for organizations to address. A popular agile mechanism is the sprint, 1-4 weeks during which the team produces work and then pauses to evaluate and dynamically re-prioritize the next set of iterations. Agile marketing methodologies encourage cross-silo teams to come together on projects quickly and easily and to dynamically reconfigure as needed from cycle to cycle.



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