Agile software development methodologies have been used for decades.
It’s only in more recent years that agile frameworks have been used as a means to enhance digital marketing processes and campaigns.
In today’s ever-changing marketing environment, it is essential to have marketing strategies that can quickly adapt to changing market conditions.
Enter agile marketing.
Agile marketing has become a popular approach for businesses looking to become more efficient, diversify their marketing mix and ultimately increase their marketing return on investment (ROI).
This article will discuss what enterprise agile marketing transformations are and why it’s important, as well as provide tips and advice on how you can use agile marketing solutions in your own business.
We’ll also discuss the “how” and “why” pivoting to an agile approach can help enhance, increase and improve the return on investment (ROI) for your business.
Let’s dive in!
- What is Agile Marketing
- Why Is It Important to Implement an Agile Framework in Marketing
- How You Can Implement Agile Marketing for Your Business
- Roadblocks to Implementing an Agile Marketing Approach
- Measuring the Success & ROI of Your Agile Marketing Efforts
- Creating Agile Case Studies
- Concluding Thoughts on Improving ROI with Agile Marketing Solutions
What is Agile Marketing
Agile frameworks allow for rapid response to changes in the marketplace and ensuring that a company’s marketing strategy is always up-to-date.
This approach focuses on using data to measure, analyze, and adjust quickly based on ever-evolving customer needs.
It’s essentially using data to react quickly to changes and feedback to ensure you’re doing the things you should do to get ROI and avoiding the pitfalls of insanity:
In addition, agile marketing encourages collaboration between agile marketers within the agile marketing department, with each team having different roles and responsibilities.
This should, in theory, allow for quicker decisions and solutions that work best for the organization as a whole.
Why Is It Important to Implement an Agile Framework in Marketing
The traditional approach to marketing can be slow to respond to changes in the market, which can lead to outdated strategies and decreased ROI.
Agile methods allow companies to respond quickly and effectively to customer needs.
This means that businesses are able to stay ahead of the competition by better understanding their target audience and adapting their strategies accordingly.
Additionally, agile solutions make it easier for the agile team members within the organization to collaborate more effectively which can lead to improved efficiency overall.
In short, agile marketing is closely tied to lean, startup marketing.
It’s nimble and allows for quick pivots, but true success requires discipline.
How You Can Implement Agile Marketing for Your Business
Agile marketing solutions are quickly becoming an essential part of many businesses’ marketing strategies.
Implementing these solutions can help you better understand your customer needs, stay ahead of the competition, and increase your ROI.
Here are some tips for implementing agile marketing solutions into your business:
1. Establish Goals & Objectives: Before you start planning your marketing strategy, it is important to set goals and objectives for your team. This will ensure that everyone is on the same page about what needs to be accomplished and how best to achieve those goals.
2. Create A Flexible Plan: Agile requires a flexible plan that can easily adapt to changing conditions in the market. This will help you stay up-to-date with your strategies and ensure that your team is always prepared.
3. Automate Processes: Automating processes like content creation, social media management and email marketing can help save time and effort when implementing agile marketing solutions into your business. With automation, you can focus on the more pressing tasks while the automated systems take care of the rest. But, keep in mind, automation can only take you so far. What you can’t automate often requires the frontal cortex of some wicked-smart people on your team.
4. Hire Right: Hire the right people to handle agile marketing team requirements. Make sure you have someone on staff who understands the agile marketing process and can provide guidance and direction to other members of the team. This is one of the more critical aspects of going agile. Getting a driver who can get the whole marketing team on board, ensuring the maintain discipline in how the team functions, and staying focused on the end goal is an essential element of success.
5. Experiment & Optimize: Agile marketing encourages experimentation and iteration. Don’t be afraid to try new strategies and tactics as you learn how to best optimize your campaigns for success. As a team we are constantly experimenting internally before we go external and share our successful findings with our clients outwardly. Be sure to make risky experiments in your journey in silos or on projects that don’t matter as much to the revenue of your core business operations.
6. Leverage Technology: Utilize the latest marketing technology in order to stay up-to-date with the changing market trends and customer behaviors. In fact, technology is one of the best way to automate and make your team as efficient as possible. This can help you quickly pivot when needed and ensure that you are always on the cutting edge. We use the latest project and task management tools, have daily and weekly in-person and virtual SCRUM team meetings, ensuring everyone is on-task and optimized.
7. Measure & Analyze: Measuring and analyzing performance data is essential to making sure your digital marketing is actually delivering results. With the right analytics tools, you can track ROI and make necessary adjustments in order to optimize your campaigns for success.
8. Report With Case Studies : You can use case studies to share your successes and failures with other teams and departments within the organization. This will help everyone understand how agile digital marketing solutions are benefiting the business as a whole. Case studies are also great cannon fodder for selling new potential clients on why an Agile approach might be best. Case studies have proven to be one of our best marketing tools for winning marketing RFPs and telling a great story.
Roadblocks to Implementing an Agile Marketing Approach
Implementing an agile marketing framework to your business is not likely to be all sunshine and roses.
You can expect a few bumps in the road.
Here we outline a few potential issues and hopefully some solutions so you can preemptively look at your plan to go agile and be properly prepared when your strategy falls a bit off the rails.
Lack of Team Alignment & Stakeholder Buy-in
Initially, there may be a lack of alignment between different teams within the organization in terms of goals, objectives, and strategies.
Without stakeholder buy-in, including senior marketing leaders, it can be difficult to get everyone on the same page with an agile marketing approach.
Moving the Titantic
One of the biggest issues we find in executing on an agile approach is the nimbleness agile marketing tactics foster relative to the clunky, traditional framework to which larger organizations adhere.
Agile works great and is more easily implemented in a startup marketing environment but is vastly more difficult to execute and implement for larger enterprises with an entrenched culture.
And it may not be a lack of stakeholder buy-in on the part of the organization. You may have all stakeholders and every level on board with agile marketing, but moving the Titanic is easier said than done.
A full agile marketing implementation of agile marketing solutions will require discipline, focus, and perseverance. You may encounter some difficulties throughout the process but with the right resources and support, your business can reap the inevitable ROI rewards of an agile marketing approach.
Lack of Resources
Another potential roadblock to implementing agile marketing frameworks is the lack of resources available.
Companies may not have enough personnel to devote to developing and managing agile marketing campaigns, or they may not have the budget or technology needed to successfully implement these strategies.
And remember, resources may not all be monetary. Time and labor constraints may prove an issue. The most committed organizations will hire agile marketing mavens that can be available to provide the support and drive needed to truly execute on an agile approach.
Measuring the Success & ROI of Your Agile Marketing Efforts
Measuring the return on investment (ROI) of agile marketing can be challenging, but with the right tools and strategies in place, it is possible to track and measure the success of your efforts. The key is to identify which metrics are most meaningful when it comes to measuring ROI and then using those metrics as a benchmark for success.
One of the most important aspects of agile marketing is measuring its return on investment (ROI). This helps organizations to understand how well their efforts are paying off and determine whether they should continue with the strategy or adjust it as needed.
A few of the ways that ROI can be measured in an agile marketing approach include:
- Tracking website traffic
- Tracking campaign conversion rates
- Monitoring lead flow, including quality and total lead count
- Measuring customer engagement levels
- Assessing overall brand awareness, and
- Choose your own KPI (key performance indicator) that matters to your business
By tracking your metric(s) of choice, you can gain insight into which campaigns are most successful and determine where adjustments need to be made in order to maximize your return on investment (ROI).
Keep in mind that the ROI of agile marketing is not always immediate, as it can take time (even years) to see the results of your efforts.
Don’t be discouraged if you don’t immediately see a return on investment.
Instead, focus on understanding and tracking key metrics in order to measure success over time.
Creating Agile Case Studies
A case study can be a means of convincing internal management and external clients and customers of the benefits of using agile for the implementation of marketing best practices and customer focused collaboration.
Internal Agile Case Studies
Creating an internal case study for a successful agile project can be a great way to demonstrate the efficiency and effectiveness of agile methodologies.
A case study allows you to go into detail about the project, detailing the methodology and results, making it easier to share with other internal marketing teams or organizations.
When creating an internal case study for a successful agile project, it’s important to focus on both the process and results.
This will help demonstrate how effective agile methodologies can be when applied correctly.
We worked with a major e-commerce brand in creating a siloed approach toward agile, implementing agile digital marketing team frameworks into their paid and social campaigns.
In doing so, we created a proof-is-in-the-pudding case study to showcase the value of implementing agile on a broader scale across the entirety of their marketing organization.
Similar results were had across all their paid and organic SEO campaigns after full implementation with the help of marketing and agile software development teams.
Upper management wanted proof and we delivered.
External Agile Case Studies
Sometimes agile consulting is used to drive awareness to internal management (which is something we can assist with), but most often it’s used to help drive better results for client campaigns.
External case studies are extremely valuable for businesses as they provide proof that their agile practices are working, attracting new customers and creating a positive ROI.
External case studies should focus on the real-world application of agile methodologies and how they helped increase ROI for a business.
They can also highlight other important aspects of the process, such as collaboration, customer engagement, and innovation.
In nearly every client campaign where we achieve an outsized return on investment (ROI) using agile digital marketing techniques, we create a beautiful case study to showcase the work.
These case studies then become downloadable assets that we can use on new clients and potential customers.
Just like this one, from the keyword rankings for a client in the digital reviews niche:
Concluding Thoughts on Improving ROI with Agile Marketing Solutions
Agile marketing is a great way to stay ahead of the competition and increase your return on investment (ROI).
By implementing agile marketing solutions and measuring results, you can ensure that your business is always adapting to changing conditions in both your business and the overall market.
In other words, learn to market adaptively like a startup (by finding the right digital marketing agency for your business).
Agile will help you see the results just as rapidly.