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Agile Marketing

Agile marketing is a tactical marketing approach in which teams identify and focus their collective efforts on high value projects, complete those projects cooperatively, measure their impact, and then continuously and incrementally improve the results over time. Also, Agile marketing is simply a less stressful way to be a marketer. And that alone makes it worthwhile.

Agile marketing is a tactical marketing approach in which marketing teams collectively identify high-value projects on which to focus their collective efforts.

Agile marketing teams use sprints (short, finite periods of intensive work) to complete those projects cooperatively. After each sprint, they measure the impact of the projects and then continuously and incrementally improve the results over time.

Agile teams may also determine that a project was not valuable and should not be repeated, but this is still considered a success. Agile marketing embraces failure so long as it comes with lessons and produces future potentially powerful projects.

The way that Agile marketing teams work becomes more clear when you look at what are typically listed as the “values” of Agile marketing:

  • Responding to change over following a plan
  • Rapid iterations over big-bang campaigns
  • Testing and data over opinions and conventions
  • Numerous small experiments over a few big bets
  • Individuals and interactions over large markets
  • Collaboration over silos and hierarchy

Agile marketing allows marketers to:

  • Respond quickly to changes in the market
  • Produce rapid campaigns that can be tested and optimized over time
  • Try lots of things and repeat the ones that succeed
  • Use input from other departments to augment marketing efforts
  • Justify choices in campaigns and projects with hard data
  • Collaborate with team members to prevent a tunnel-vision approach to marketing

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