Benefits of Agile Marketing
Benefits of Agile Marketing
Table of Contents
Before we discuss the benefits of Agile marketing, it’s important to understand that Agile was introduced to IT because of the increasing cost of project delivery. What this means is IT organizations realized that they were wasting a lot of money and the output and outcome of the project they were delivering were in meeting customer expectations.
Benefits of Agile Marketing Explained
So when we’re analyzing the benefits of Agile marketing, it is important to highlight that, waste is one of the main problems of marketing. You have situations where marketers will spend a hundred percent of their budget, and when asked, what is the effectiveness of those budgets?
We can only ascertain that half of it was effective, and half of it was a waste. This is a strange thing to say, but the reality is customer behavior is very, very complicated, and there are certain things in marketing that analytics and all those measurements cannot really, really measure accurately. But Agile marketing offers some benefits to reduce waste from a time perspective.
What do I mean by this? Agile marketing helps marketing teams defined tasks and aligns them with expected goals. This reduces waste of time within campaign planning and execution. Agile marketing also helps improve the flow of task by removing blockers, frameworks like Kanban’s and Scrum, helps the team visualize their workflow, helps them identify blockers within campaign execution, and removing them.
Agile marketing also helps the marketing team to map out the execution steps and highlights independencies with internal and external stakeholders. All these combined help to reduce the waste of time. When you eliminate time waste within marketing campaign planning execution, you have speed, speed to market speed, speed to strategy, speed to reacting to insight from the customer, from competitors, and things like that. And that invariably also help reduce budget waste. Another benefit of Agile marketing is from a budget perspective.
Agile marketing offers an adaptive planning process that kind of helps you identify what is working and what is not working, because you’re not really focused on a rigid plan, you’re constantly changing and adapting and learning new things from a qualitative and quantitative analytics perspective.
Another benefit of Agile marketing is it reduces cost of delay. I’ll give you a good example. A big multinational organization looking to implement a particular software within their marketing technology stack, and then that software has to go through legal, has to go through compliance and things like that.
These things reduce the kind of, efficiency and speed of implementing marketing campaigns. These are not within the power of marketing, these are outside factors. I’m talking about big multinational organizations here where you have very bureaucratic signs of processes and approval processes.
What Agile marketing does is kind of help bring to light this kind of discrepancies in terms of campaign execution and helps reduce that delay because for every minute a software is not approved, marketing is losing customers, is losing money, is losing to competitors, because having that software in place will kind of increase campaign execution.
So based on my practical experience, this is one of the things that Agile marketing does. It kind of helps marketing teams kind of understand what tools they’re using, what is relevant, what is not relevant and kind of do it as an audit of all the technology stack and removing waste from that stack, that’s another example of how Agile marketing helps reduces budget waste. Agile marketing helps the team reflect and adapt the marketing budget based on customer feedback loops.
Most marketing teams create marketing campaigns and wait until the end of the campaign before reflecting and then adjusting. An Agile marketing team works in an iterative approach that kind of helps them look at where the money is being wasted, where the money is underutilized, and adapt and move money around to get the best ROI for their marketing budget. These are some of the benefits of Agile marketing. As the course goes on I would highlight more benefits.
If you have any questions about Agile Marketing implementation, contact me or connect with me on LinkedIn
Thank you very much.