Agile Marketing

Agile Marketing

What exactly is Agile Marketing?

Agile marketing is a practical marketing strategy that drew its inspiration from the values and policies of the agile software development business. The word "agile" is most often associated with software design and development.

In the marketing world, agile marketing refers to a marketing organizational approach where a group of developers, business owners, and cross-functional teams collaborate to carry out several management projects simultaneously over a short recurring time to boost the growth of the marketing purpose.

Agile marketing also applies the same plans adopted by software development in content and sales advertisement departments. Specific marketing designs such as an advertising campaign or landing pages testing, sub-categorized into assignments during the Sprint planning stage are carried out by the organizational team. Each group employs the Sprint method and collectively concentrates on completing, reviewing and improvising their plans based on the previous results.

On a larger scale, a high-operating agile marketing team can manage several operations such as implementing objectives, assessing results, providing solutions, and adopt different recurring projects each week.

What is the goal of Agile Marketing?

The primary purpose of agile marketing is to promote the growth of business and expand the marketing industry by directing and coordinating team works on companies that deliver a high-grade value and satisfaction to customers.

Advocates of Agile Marketing claim that agile business approach shows improved speed, flexibility, quality, and success in the marketing domain compared to the traditional marketing method.

How does agile marketing work?

Marketing, in general, has always been about launching a significant campaign and giving the “big push” time and again. While traditional marketing strategy is all about providing a catchy title to a particular TV show (e.g., Mad Men) or product (McDonald’s slogan “I’m lovin’ it”) that grabs the attention of the public, agile marketing works differently. Agile marketing approach brings improvement to the role of marketing in such a way that it increases income generation and helps keep people in business focused and motivated.

Agile marketing proves more productive as the traditional approach to marketing can take a lot of time to develop. By adopting the agile marketing program, the marketing company can write content quickly, improvise it and publish it based on customer's choices and innovations in the marketing world.

Agile marketing works through the following processes:

  • Starting the Sprint planning session
  • Managing the Sprint with the Scrum Process
  • Adding up User Stories

Sprint Planning Session:

Agile marketing works by starting with the Sprint Planning session. The primary purpose of the meeting is to get the teams of sales, business masters and software developers to accept the Sprint goals and concentrate on various projects and duties assignments. The planning session can last for a few hours to half a day wherein the team commits and agrees on many decisions and fulfill their tasks within the marketing function.

Directing the Sprint through the Scrum Process:

A process called "Scrum" manages the Sprint. Scrum lies at the center of this method to execute the various marketing projects. The essential component of the Scrum process is the Stand-up session which can last for about 15 minutes daily. Each team working on the tasks reports on three main questions or topics:

  • What the team did before?
  • What will they do today?
  • Are there any hindrances that obstruct their way?

Also, there are core roles in the Scrum meeting, also called Pigs, and the ancillary tasks described as Chickens. The three core roles may include the business owners, marketing organization, and the Scrum Master.

The function of the Scrum Master is to command the Scrum process and remove any obstacles on the team's behalf. The Scrum Master also updates on the Burndown Chart that shows the unfinished tasks during the Sprint.

Towards the completion of each Sprint, two sessions called the Sprint Review, and the Sprint Retrospective takes place.

In the Sprint Review meeting, the teams comprising of the sales, marketing owners, and agile software development reviews the responsibilities executed during the Sprint Planning session. Further, the crews demonstrate the completed tasks and provide the accomplished results. Additionally, the team may identify any incomplete tasks and suggest new additions of works in the Backlog to reflect on the subsequent Sprint Planning meeting.

The Sprint Review meeting enables the rest of the business unit to know what marketing does and what outcome it produces, thus allowing transparency within the organization.

In the Sprint Retrospective meeting, the Scrum Master and the business teams discuss how everything proceeded during each Sprint Planning session and responds to two subjects:

  • What worked splendidly during the Sprint?
  • What could have improved during the Sprint?

User Stories:

Agile marketing also works by adopting the idea of User Stories. Developers reproduce user stories like projects which in turn becomes the features and the uses of the product they deliver. This concept of User Stories aids customers to get an informed decision on the product during the purchasing process. The marketing group would then satisfy the needs of the buyer by offering materials like content marketing, sales advertisements, etc. User Stories also helps the marketing team to focus on the buyer's requirements and interests.

Benefits of Agile marketing:

  • Improved productivity; developers that adopt the agile marketing approach reports improved productivity in the marketing industry.
  • The clarity in Agile marketing enables marketing companies, development and sales to see clearly what marketing is operating on and what results it is producing.
  • Prioritize responsibilities and customer's needs.
  • Increase in customer’s satisfaction
  • Weighs and considers all results.
  • Respond to change in the market.
  • Improved communication within the marketing management team of sales, development and business owners enables each side to know what each of them is working on and what obstacles they will encounter on their way.
  • Increase in market competition.

To sum it up

Agile marketing is the new and enhanced marketing techniques which best suits any marketing. The result of agile marketing is a beneficial one and is confirmed to be reputably effective. The SEO expert Moz has observed that agile marketing teams achieve 30 to 40 per cent higher tasks than that of the traditional marketing teams. Implementing the agile marketing plan enables a business to snowball as it keeps on revising and reworking content marketing or advertisements by adjusting to the shift in the buyer's interests and demands.


Yuriy is a software developer by trade with over 5 years of experience. He has worked on large sites and has been fascinated by digital marketing and search engine optimization.

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