Agile marketing
Agile marketing is an agile marketing strategy where marketing activities can be tailored to changing customer needs. This involves moving away from working in large waterfall projects, where a project is designed through pre-conceived steps and/or processes. After all, Agile marketing is focused on delivering concrete results quickly after a short marketing deployment. This short marketing deployment is also popularly referred to as a sprint. These potential solutions, in turn, form the basis for follow-up steps. To meet this objective, we often work in multidisciplinary (project) teams that look for concrete results through result-oriented sprints and short cycles. In practice, this means that an agile marketing deployment has a changeable character and offers plenty of room to make adjustments. The reactions of the target audience and the results generated from a specific marketing deployment themselves form the basis of the choices/follow-up steps that are made. Thus, this involves moving away from the traditional established marketing plan where there is little room for adjustments.
Difference between agile marketing and traditional marketing methods listed:
The rationale behind Agile marketing is shorn of the basic logic of traditional marketing methods. The starting point is long-term planning in which various marketing actions are initiated and results are measured at certain times. The differences between agile marketing and traditional marketing methods are in the way the process is designed and how it is worked toward the end result.
- In the case of agile marketing, the end result and its characteristic features are not specifically formulated. This is much more the case in traditional marketing methods.
- In agile marketing, the plan is adjusted after each sprint/learning curve. In traditional marketing methods, there is little or no readjustment.
- The basis of agile marketing is in developing and shaping short-term actions. A traditional marketing method focuses on a long-term commitment.
- It is essential for the progress of an agile marketing project that results be analyzed quickly. This is of lesser importance in a traditional marketing method.
- An agile marketing project, unlike traditional marketing methods, is deployed for an indefinite period of time. After each sprint, it can be determined whether to continue, adjust or stop the project.
