“The only thing that is constant is Change – Heraclitus“
Nobody else than a digital marketing can tell you more about the truth in the above sentence. The Digital marketing industry is constantly evolving and digital Marketers have to adopt a to keep up with an ever-changing marketplace.
Digital marketing is an umbrella term for marketing practices adopted to reach clients/customers in the digital marketplace, whether it is Search engine marketing (SEM), Search Engine Optimisation(SEO), Social media Marketing (SMM), blogging, email marketing, affiliate marketing etc.
Every digital marketer is agile, whether you know it or not. See what you get when you ask from Google to define “Agile”:
Most of the part of a digital marketer life is spent on adjusting goals and strategy to match the current need. You may have started with simple SEO tweaks on the client website, and then jumped to email marketing to promote an event for him and then to the Social media marketing for his branding and then paid marketing to promote few of its high-value offerings, See you are responding to change and that means Digital marketers are inherently Agile.
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What is Agile Marketing Methodology?
The Agile movement seeks alternatives to traditional project management. Agile approaches help teams respond to unpredictability through incremental, iterative work cadences and empirical feedback. Agilists propose alternatives to waterfall, or traditional sequential development.
According to agilemarketingmanifesto.org, an Agile methodology is an approach that incorporates some of the following values:
- Respond to change, not follow a plan
- Rapid iterations over major, big-splash campaigns
- Verify with tests and data instead of opinions and conventions
- A number of small tests, not a few large bets
- Individual focus versus target markets
- Collaboration focused on the customer instead of silos and structure
In other words, quick, nimble and non-traditional, agile marketing strives to improve how quickly the marketing process can adapt to change. In the agile process, change is incorporated through iterations, allowing companies to conduct brief testing periods, invite frequent feedback, and easily react to change.
The Concepts of Agile Digital Marketing
Digital marketing has many similarities to software development, IT projects and entrepreneurial ventures. Incorporating some of the existing practices professionals in those fields already use such as collaboration, communication, and real-time data, allows Digital marketers to work with increased efficiency.
The flexibility and speed of agile methodology match perfectly with the continual changes and innovations of Digital marketing.
The key principles of agile digital marketing include:
- Responding to change
- Individuals and interactions
- Testing and data
- Numerous experiments in small and rapid iterations
- Customer collaboration to understand and define
- Feedback loops
- Break out of silos
Approach to Agile Digital Marketing Implementation
Agile marketing allows digital marketers to focus on creating comprehensive campaigns instead of individual pieces of content. This results-driven approach helps marketers respond to change quickly, so if an idea doesn’t work as hoped it’s much easier to make adjustments.
Some of the most effective ways marketers recommend incorporating Agile methodology include:
- Rethink your structure
- Test early and often
- Think in terms of 80/20
- Deliver often
- Document well
- Strive for a “shippable” state
- Sign up for tasks
- Adopt a sustainable pace
- Implement collective ownership
Most organizations can benefit from the increase in metrics-driven work, enhanced teamwork, and a greater sense of accountability offered by agile. Agile marketing takes advantage of the Internet’s ability to absorb and gather real-time data that can measure performance and results almost instantly.While this style of work may create a few initial adjustment issues, the agile methodology has been monumentally successful with developers so their effectiveness cannot be questioned and any digital marketing is already enough agile to follow the methodology.