Source: Moz You've probably heard of agile processes in regards to software development. But did you know those same key values can have a huge imp
You’ve probably heard of agile processes in regards to software development. But did you know those same key values can have a huge impact if applied to marketing, as well? Being adaptive, collaborative, and iterative are necessary skills when we live in a world where Google can pull the rug out from under us at a moment’s notice.
In today’s Whiteboard Friday, we welcome guest host Jim Ewel, founder of AgileMarketing.net, as he describes what’s important in the agile marketing process and why incorporating it into your own work is beneficial.
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Hey, Moz fans, this is Jim Ewel. I’m the blogger behind AgileMarketing.net, the leading blog on agile marketing, and I’m here to talk to you today about agile marketing.
Agile marketing is an approach to marketing that takes its inspiration from agile software development. Like agile software development, it has a set of values and it has a set of benefits, and we’re going to talk about those values and benefits today.
6 Values of Agile Marketing
Value number one: Responding to change over following a plan.
It’s not that we don’t plan. It’s just that we don’t write 30- to 40-page marketing plans. Instead, every quarter, we write a one-page plan that specifies our goals, our aspirations to get everybody on the same page, and then every two to four weeks, we reset our priorities. We say, “This is what we’re going to get done during this two- to four-week period.”
Value number two: Rapid iterations over “big bang” campaigns.
In traditional marketing, we get together in a room and we say, “We’re going to run a campaign for three to six months to a year.”
We hash out the idea of what we’re going to do for that campaign. Then we communicate to the agency. They come up with creative. They review it with us. We go back and forth, and eventually we’ll run that campaign for three to six months. And you know what happens at the end of that campaign? We always declare victory because we’ve spent so much money and time on that campaign that every time we say, “It worked.”
Well, we take a very different approach in agile marketing. We take an iterative approach. We start out with a little strategy. We meet for half an hour or an hour to figure out what do we think might work. Then we figure out how to test it. We measure the results, and this is very important, we document the learning.
If something doesn’t work, we test it out and it doesn’t work, it’s okay because we’ve learned something. We’ve learned what doesn’t work. So then we iterate again, and we try something else and we do that, we get…