Agile Marketing: Why it’s more than a buzzword

Social media boasts massive numbers, both in terms of users and advertisers. Facebook has 2.2 billion users globally and more than 6 million advertisers, making it the most diverse platform for ad and audience. Instagram has 800 million users, and is the next shiny platform for brands after Facebook. While these numbers are significant, the increased users mean increased competition among brands to stand out with their marketing efforts. In efforts to reach new customers, marketing teams may come up with a marketing plan for an entire year that may not drive results. Agile marketing brings a more flexible and experimental approach to marketing. It involves developing and executing multiple marketing plans, modifying or improving based upon the data, and thereby achieving targets.

What is agile marketing?

Agile marketing is not the traditional marketing approach. It is a more collaborative, experimental, and data-driven approach to marketing—one where the long-term marketing plan doesn’t exist. The agile approach involves short-term marketing plans that are executed or modified following feedback from real-time data: numbers and results. This allows marketing teams to closely monitor their campaigns, identify the holes or areas for improvement, and optimize them to provide better results.

Agile marketing requires collaborative and supportive teams to function. Teams are ready to adapt and change. Fortunately, this brings out the creative best of marketers while also challenging them with quick ideas that require fast execution. Essentially, creatives and agencies have a Plan B (and sometimes even a C) ready to implement. As teams are continuously optimizing based on market response, they’re able to identify what works and what does not.

The current scenario of video marketing in social media explains it. Churning out scalable video is resource-intensive and time-consuming. While creating videos as part of an agile marketing strategy can be successful, it does require resources and preparation; including:

• Knowledge of ad scenario in social media
• Infrastructure for video and content generation
• Trained resources
• Quick decision making
• Access to and monitoring of real-time analytics
• Workflow management systems

What makes agile marketing more than just a buzzword?

Agile marketing is a platform for creativity and innovation, often with better results. Today’s marketers should toss the single marketing plan and become more adaptable to change. From coming up with campaigns that work and making brands stand out among millions to transforming teams with better collaborative and communication, an agile approach is quickly becoming the only approach for smart marketing.

Brands implementing agile marketing have more engaged teams, higher level collaboration, and often improved results. What brands have you seen transforming marketing based on an agile marketing framework? Contact us if we can help.— Savy Agency