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Agile Marketing Techniques to Deliver the Best Value to Clients

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Agile Marketing Techniques to Deliver the Best Value to Clients

Agile marketing is an innovative strategy that optimizes organizational functions. How does it work? Find out how it can help brands appeal to customers better.

· Agile Zone ·
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While working as a marketer, you must have thought about how you can offer the best value to your clients. Today, the right approach to market any business is to adopt the Agile Marketing strategy. We have entered an era, where everything is constantly changing. This includes the preferences of the content consumers as well as the needs of businesses.

 This makes it exceptionally important for marketers to stay a step ahead of others and adapt to ever-changing trends and changes. This is the only way they can ensure the best customer experience, offer more value, and run successful marketing campaigns for their clients. The days when you had to sift through the B2B database to market your products to your existing contacts are long gone. 

According to VersionOne's latest State of Agile report, today more than 94% of the software houses rely on Agile practices to deliver the desired results to their clients. You need to up your game by opting for the Agile marketing strategy for every project you are working on. If you are new to marketing, you must be wondering what Agile Marketing actually is and how you can make the most out of it. That’s what we are going to discuss with you today. So, let’s get started. 

What Does Agile Marketing Mean?

In recent years, there have been several discoveries that have disrupted the corporate world. Whether it’s Big Data reshaping retail or Virtual Reality optimizing employee training, businesses are saving money by utilizing modern technology.  Agile marketing is one of the developments of the 21st century that’s forming the future of businesses around the world.

 Agile software development methodology laid the foundation for an agile marketing strategy. In simpler words, Agile marketing revolves around offering value to the end-consumer with the help of organizational effectiveness. 

There are a few core values that need to be kept in mind to create an effective Agile marketing strategy. Some of these values include: 

  • Ability to adapt and respond to changes and adjusting the existing plans accordingly 
  • Focusing on data-driven decisions rather than opinion or convention-based decisions
  • Emphasis on quick reactions and response to the ever-evolving digital landscape 
  • Investing in smaller studies rather than taking big risks 
  • Promoting collaboration instead of hierarchy 

Adhering to these core values will drive the growth and development of your business or the client you are working for. This is the best way to ensure exceptional experience and value for the customers. Using an Agile marketing strategy, any business can add to its: 

  • Transparency
  • Efficiency
  • Predictability
  • Responsiveness to changes happening within the marketing landscape

Which Fields Can Benefit from Agile Marketing Strategy?

It’s not just the software organizations that can benefit from the Agile marketing strategy. Today, this approach is utilized within every field including:

  • Events management 
  • Logistics
  • Automotive firms
  • Universities 
  • Membership institutions

Ways to Optimize Agile Marketing Strategy to Achieve Your Business Goals

You can apply an Agile marketing approach to any project for success. This strategy can be customized to the specific requirements of the specific project. The implication of this strategy can keep you ahead of the curve. Moreover, you can get the maximum value out of the process. Following are the ways you can optimize your Agile marketing for the success of your project:

Plan Iteratively

While planning your marketing projects you need to opt for an iterative approach. This will add to the flexibility of your Agile marketing strategy. This means you need to plan continuously throughout the on-going process and adapt to the growing requirements of the project. Instead of planning out the entire project in one go, you need to keep pace with the changing trends, consumers’ and the project’s demands. This will allow you to scale up your marketing strategy whenever it is necessary. Using an iterative approach, you can change the direction of the project whenever it is needed. This approach will help you to prepare your project to adapt to the current conditions of the market. You can modify your approach by asking users for feedback and according to the stakeholder input.

Iterative delivery 

When it comes to Agile product delivery, the approach again is iterative. This means the main focus of this approach is to complete individual tasks and features. Once a feature is completed, it virtually goes live as a lightweight MVP minimum viable product. The Agile framework utilized depends upon the requirements of the project, industry, or firm. You need to choose one that enables you to achieve the objectives you have set for your marketing project. 

Scrum Approach

You can go for a Scrum approach to drive your Agile marketing strategy. This approach allows you to complete one small task at a time, divided into different stages also known “sprints”. The process lasts for over two weeks and the progress is shared with the stakeholders once a sprint is complete. This approach enables:

  • Speeding up the feedback loops
  • Reduction in the wasted investment 
  • Greater budget control 

Kanban Framework

Kanban framework is another approach you can hop on to when it comes to devising an Agile marketing strategy. In this framework, the activity is managed using a list of prioritized tasks also known as backlogs. This framework enables marketers to deliver the most valuable products first. It also enables them to identify bottlenecks at the beginning of the process and resolve the issues right when they arise. 

Hybrid model

Both of the above-mentioned approaches can be combined if you want to opt for a more hybrid model. You can select the specific aspects of each of the approaches that work for your project. This way you can create something exclusively tailored for the marketing needs of your project.

Seeing Things from the User’s Perspective

Thinking like the user of your product is one of the core principles of Agile marketing. Even though it doesn’t exclusively align with the Agile approach, user stories allow marketers to add to the value they want to deliver to the clients through their projects. 

While implying this approach, you need to put yourself in the shoes of the consumers who would be using your products. You need to ensure that your marketing strategy directly aligns with the needs of the users. For that, you will have to conduct market research. Once you have identified the needs of the users to be fulfilled, you need to communicate them to your relevant project stakeholders. 

You need to communicate the requirements in a way that maintains the quality of an exceptional user story. For that, you can rely on the INVEST mnemonic to see if you are going in the right direction. It stands for: 

  • Independent
  • Negotiable
  • Valuable
  • Estimable
  • Small
  • Testable

Estimate, Then Prioritize

When you break your requirements down into smaller tasks, it gets much easier for you to estimate the effort it would take to complete each of these units of work. Using the Agile approach, you can ensure the accuracy of your estimates. Once you have estimated each of the aspects, its time to prioritize these units according to the value they hold for your business. Make sure that your priority list aligns with the iterative process. Review your prioritized list regularly to ensure you are headed in the right direction.

Improve Communication and Enable Effective Collaboration 

The key to devising the right Agile marketing solution is to better the communication within and beyond the teams. If you truly want to unlock the power of Agile, you need to bring a cultural shift across the teams within your organization. You need to foster effective collaboration to get the insight required to align your activities with the marketing goals you have set for your project. This way you will be able to better understand and address the real-world requirements. 

To make sure that your teams are communicating clearly while working together, you need to need to conduct activities that offer them the skills and understanding required to take over the marketing activities. 

Final Thoughts

Agile marketing strategy has now become an important part of every industry. Using an Agile approach, you can streamline and manage your marketing activities and guarantee the success of your campaign. Today, mobile coupon websites have adapted their marketing strategy to the Agile approach. They are creating the type of campaigns that are lightweight and adaptable. The campaigns designed using the Agile marketing strategy are can automatically be personalized to the needs of the end-consumers. Therefore, to excel in any of the industries, Agile is the right approach.

Topics:
agile 2019, agile advantages, agile benefits, agile business, agile techniques

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