Agile Marketing – What The Hell Is It? (And Why You Should Be Doing it)

Agile Marketing – What The Hell Is It? (And Why You Should Be Doing it)
SHARE
THIS


What best describes you?

In this opinion piece, digital strategist Simon van Wyk says Agile marketing is the only way for marketers to deal with digital disruption. Here he explains why…

Agile marketing offers to mitigate the growing and damaging pressures that Australian marketing departments increasingly confront.

Big brands are changing the way they talk with their customers, but it’s a brave marketing director who can say with certainty that their way is the right way.

It’s a sobering prediction that our current top 500 companies are now only expected to stay on that list for 18 years.

We are an always on society and consumer behaviour has changed accordingly. Increasingly, car buyers research their purchase and even visit dealerships out of hours, simply so they don’t have to speak with a salesperson.

Competition for many other products is global. Think books, clothing, small electronic items. If there is a better range or they can be purchased more cheaply from another country, why should a customer care?

Our media consumption is also more global. Big retailers such as Apple have been forced to price branded product at global prices because people will buy from the cheapest source.

The digital revolution has necessitated a revolution in how marketers operate.

The good news is that a blueprint exists for marketers to deal with this new age of disruption. Many IT organisations have adopted Agile methodologies to give structure to previously chaotic software development processes.

But these methodologies also deliver in a marketing context – a point not lost on early adopters. A survey of CMOs in 2014 reported that marketing departments which adopted the Agile process were more likely to report significant growth in market share (33 per cent) over non-agile counterparts (12 per cent)

But what does agile marketing actually entail? According to the Agile Marketing Manifesto it is…

  1. Responding to change over following a plan: This is about being prepared to change priorities if other elements in the project change. It’s about not hanging onto something that’s not going to work simply because everyone agreed on it at a meeting two weeks ago. Shorter planning cycles make it easier to recognise when something needs to change and how quickly it needs to happen. Most companies using Agile successfully work in two or three week sprints. Agile leaders focus on a clarity of priorities but build in flexibility to change direction based on the information available.
  2. Rapid iterations over big bang campaigns: This is a big shift for old-school marketers. It’s a challenge to make the commitment to potential volatility, but the Agile process demands you give iterations and experiments a chance. Gone are the days of six-month campaign planning cycles. Short sprints start with an agreement on the experiments and the measurement. The iterations deliver incremental improvements based on real market feedback rather than speculation.
  3. Testing and data over opinions and conventions: Analytics and feedback has to be part of the cycle and access to the right data needs to be built into the planning. Agile teams need to be able to respond to changes in the market, so they need to have regular data that allows them to read the market accurately and quickly. It’s also important that KPIs are decided on before the campaign starts.
  4. Numerous small experiments over a few large bets: To achieve speed and agility, it’s critical that feedback can be acted upon quickly. The Agile team needs to be able to respond fast if an experiment hasn’t worked. After all, the next test will already be lined up. To do this, the team needs a degree of autonomy within the organisation. The first principal of Agile is about delivering satisfaction to the customer. Only the customer can decide if they are satisfied or not. Small experiments allow marketing teams to use the learning from real consumers to deliver better campaigns rather than blowing the budget on an unproven idea.
  5. Individuals and interactions over target markets: The concept of target markets, based on where people lived, their age or their psychographics, was developed to give marketers a set of tools for dealing with mass media. But that was before it was possible to target customers based on how they actually behave, rather than how we think they might. Agile marketers maintain a more holistic view of customer behaviour and make sure they are in a position to deal with the real activity of individuals rather than attempt to predict the behaviour of a broad target market.
  6. Collaboration over silos and hierarchies: Agile is about leveraging the skills of cross functional teams. Organisational silos need to be broken down. This can be a challenge for some organisations, there may need to be a cultural change process. For an Agile project to work, the compliance or legal department needs to be part of the process, not outside it. All departments need to be part of a collaborative team who work together to deliver real agility at scale.

Finally, Agile marketing places the customer voice and response to customer needs at the heart of all operations. In this brave new world, marketers need to embrace outside-in decision making. It’s the way forward for marketers to thrive in this age of disruption.

Please login with linkedin to comment

Latest News

“Next Year Will Be The AI Moment Of Truth For Brands”: Quantcast ANZ MD Andrew Double
  • Advertising
  • Marketing
  • Technology

“Next Year Will Be The AI Moment Of Truth For Brands”: Quantcast ANZ MD Andrew Double

The rise of artificial intelligence, the future of video advertising and why 100 per cent viewability is not all it’s cracked up to be – these were just some of the topics covered during B&T‘s recent catch-up with Quantcast’s managing director for Australia and New Zealand, Andrew Double. It’s turned out to have been quite a busy year for Quantcast. What would you […]

by B&T Magazine

B&T Magazine
Indy Agency March One Creates ‘STOP Kit’ To Engage More Aussies On White Ribbon Day
  • Advertising
  • Campaigns

Indy Agency March One Creates ‘STOP Kit’ To Engage More Aussies On White Ribbon Day

This year’s White Ribbon Day helped end the hesitation around intervening in acts of violence against women, engaging three times more Australians than ever before, thanks to independent agency March One.  The agency was briefed to refresh the current White Ribbon Day creative. After consulting with White Ribbon ambassadors, contacts across policy and frontline services and the […]

Chisholm Urges Aussies To ‘Chase Your Calling’ In Fresh TVC By DPR&Co
  • Advertising
  • Campaigns

Chisholm Urges Aussies To ‘Chase Your Calling’ In Fresh TVC By DPR&Co

Hot on the heels of the outdoor, digital and radio campaign launch, Chisholm will release its flagship ‘Chase Your Calling’ campaign in cinema and TV this weekend. The campaign, developed in conjunction with creative agency DPR&Co, continues the ‘Chase Your Calling’ theme via a high-energy chase sequence with a stunning twist at the end. Chisholm […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]