It seems like everyone is throwing about the term Agile Marketing these days. But what does it mean and where did it come from?
Agile Marketing evolved out of the Agile Software Development movement, which began in the 1990s and developed through the 2000s. The principles of the agile software movement (including agile management processes, such as Scrum and Kanban) have been adapted to fit the marketing context.
Scott Brinker, the editor of the Chief Marketing Technologist, has selected 5 agile values that he believes can be particularly well-applied to the marketing context.
#1: Individuals and interactions over processes and tools
Emphasizing the talents of individuals and teams gives people the freedom to be creative, innovative, and energetic. While process and tools can be useful, they also sometimes restrict thinking and solutions.
Put people first and empower them to work individually, in teams, and with customers.
#2: Responding to change over following a plan
Everything moves quickly in the digital era. Following a plan too rigidly might mean you miss out on new opportunities, or fail to respond to market changes.
Agile approaches to planning, working, and prioritization give project teams the freedom and flexibility to respond quickly to change.
#3: Remarkable customer experiences over formalized internal procedures
Delivering an amazing customer experience is more important than following a rigid internal process. After all, who cares how great your internal processes are if you don’t have any customers?
“…it’s crucial that we don’t get caught up in the means—how we operate internally—and lose sight of the end: delivering remarkable customer experiences.” – Scott Brinker
#4: Testing and data over opinions and conventions
As marketers, we are lucky to have access to a wide range of data and analytical tools to evaluate and learn from our activities. We also no longer have to depend on “gut feelings” or the HiPPO (highest paid person’s opinion).
Rather, we can develop informed approaches based on real data and real tests.
#5: Many small experiments over a few large bets
Agile Marketing processes emphasize a series of small experiments, over one big bet. With so many opportunities and avenues for reaching customers directly, we are able to execute a range of different small, low risk experiments.
Based on the results of these experiments, agile marketers are able to toss out the ones that that don’t work and scale-up the ones that do. This is much lower risk than picking a big winning strategy and praying that it delivers.
TL:DR
Agile methodologies are not the exclusive purview of software developers. Marketers can harness and adapt agile values and principles to achieve success in today’s digital jungle. Just remember:
1. Individuals and interactions over processes and tools.
2. Responding to change over following a plan.
3. Remarkable customer experiences over formalized internal procedures.
4. Testing and data over opinions and conventions.
5. Many small experiments over a few large bets.
Have you successfully embraced Agile Marketing (or Agile Software Development) values? We’d love to hear about your experience in the comments section below.
I guess I’ve been ‘agile’ in IT and business processes and relationships for decades then… I just didn’t know the name of it. 🙂 Seems kind of like common sense.
Hi Steve, thanks for your comment!
I agree, a lot of it is common sense. But I also find (in my experience at least) that plans, processes, and assumptions sometimes provide a false sense of security.
Hopefully it’s helpful to articulate (and be reminded of) these types of principles every once in a while.
– Kirby
Oh, very helpful to be reminded of, Kirby! And these security blankets are thick in most larger companies. Unfortunately, many smaller companies look to those methods in larger companies as the way to be, rather than the anchor they are.