Agile marketing[1] is an organizational effectiveness strategy that uses self-organizing, cross-functional teams doing work in frequent iterations. It aims to drive growth by focusing team efforts on those that deliver value to the end-customer. This emerging practice in marketing applies selected principles of agile software development.[2] Proponents argue this increases the speed, quality, flexibility, and effectiveness of a marketing department.

At a high-level, agile marketing may be described as a group of teams organizing around the question “How can we best deliver value to our customer?” Teams collaborate across an organization to execute a set of high priority tasks over a recurring short (1-4 week) period - adapting direction, objectives, and processes as needed.

Principles

The core Agile Marketing principles are as follows.[3]

  • This is more about responding to changes over following the plan.
  • Focus on working not only documentation
  • Focus more on Individuals not only process
  • Focus more on Customer collaboration not the Contract or negotiation

The famous frameworks for the Agile Marketing are Kanban board & Scrum (software development). [4]

See also

  • Dark marketing

References

  1. ↑ Accardi-Petersen, M. (2012). Agile marketing. Apress.
  2. ↑ Power, Brad. "A Technique to Bridge the Gap Between Marketing and IT". Harvard Business Review.
  3. ↑ "What is Agile Marketing: Everything You Need to Know". Marketing Insider Group. 2019-05-30. Retrieved 2020-11-03.
  4. ↑ "How to choose the right agile marketing framework". MarTech Today. 2020-06-05. Retrieved 2020-11-03.

Further reading

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