Friday, December 9, 2016
What is Agile Marketing ?
I use the term Agile Marketing quite a lot these days and regard it as an approach that organisations need to adopt.
Here's what I mean by this:
1. Embrace test & learn
The days of "fire & forget" for a campaign are over. If you are launching a digital marketing initiative lasting longer than a week, then you really need to consider how you're going to improve it over time. For example... Sending an email out to more that a handful of people? Then test multiple subject lines first
Note: This approach also goes hand-in-hand with the philosophy that...
2. You need to understand that you're not going to get it all right first time
In much the same way as your developers create an MVT (minimum viable product) that releases working but evolving software to customers, learn that your marketing campaigns are never going to be the best they could be unless you change them based upon insight and understanding. And rapidly....
3. Use data to gain insight and understanding
If you are not using your digital analytics tools to their full capability, they you are doing you and your organisation a disservice. Use clack tracking, surveys and even the raw data to understand & refine what your users want (and are not getting). Then also Learn who are your true social media influencers and online friends. The finally...
4. Become your digital agency's best friend and worst enemy
Unless you have in-sourced absolutely everything to do with your digital marketing & development (from programmatic display media through to website testing) then you're going to be using an agency. Therefore get to know their strengths and their weakness... and play to them to get the most of out them... ideally for the best value possible.