Agile Marketing

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As Agile Marketing the agile is ( lat. Procedure in; movable nimble agilis) Marketing designated. Agile marketing is characterized by successive marketing measures (iterations) that can be adapted during the ongoing marketing process depending on the degree of target achievement. This should be understood as an alternative to the classic, allegedly sluggish advertising campaign . This approach also plays a role in online marketing in particular .

Objective and background

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The goal of agile marketing is to design a flexible marketing model in which the essential parameters in the ongoing process can be adapted to the results of previous measures. Marketing should become more comprehensible, more productive and better adaptable to changes. Agile marketing has its origins in the agile manufacturing philosophy, which in the area of ​​production control and planning has propagated the change from rigid process models such as the waterfall model to flexible process models such as Scrum or Kanban .

Agile Marketing Manifesto

In June 2012, a group of marketers met in San Francisco and wrote an Agile Marketing Manifesto . This manifesto contains values ​​and principles that should guide working with agile marketing.

The basis and objective is to create value through agile marketing. Both for the customer and for the organization as such. "We are discogering better ways of creating value for our customers and for our organizations through new approaches to marketing."

The values ​​of the Agile Marketing Manifesto

  1. Validated learning about opinions and conventions
  2. Customer-oriented cooperation via silos and hierarchies
  3. Adaptive and iterative campaigns via big bang campaigns
  4. The process of customer discovery via static prediction
  5. Flexible versus rigid planning
  6. Responding to changes instead of following a plan
  7. Lots of small experiments instead of a few big bets

The principles of the Agile Marketing Manifesto

  1. Our highest priority is to satisfy the customer through early and continuous delivery of marketing that solves problems.
  2. We welcome and plan for change. We believe that our ability to quickly respond to change is a source of competitive advantage.
  3. Deliver marketing programs frequently, from a couple of weeks to a couple of months, with a preference to the shorter timescale.
  4. Great marketing requires close alignment with the business people, sales and development.
  5. Build marketing programs around motivated individuals. Give them the environment and support they need, and trust them to get the job done.
  6. Learning, through the build-measure-learn feedback loop, is the primary measure of progress.
  7. Sustainable marketing requires you to keep a constant pace and pipeline.
  8. Don't be afraid to fail; just don't fail the same way twice.
  9. Continuous attention to marketing fundamentals and good design enhances agility.
  10. Simplicity is essential.

Web links

Wiktionary: agile  - explanations of meanings, word origins, synonyms, translations

Individual evidence

  1. ↑ Jim Ewel: What is Agile Marketing? In: Agile Marketing. Retrieved March 10, 2019 (American English).
  2. ↑ Agile Marketing Manifesto. Retrieved April 17, 2014 .
  3. ^ The Agile Marketing Manifesto. Retrieved June 9, 2020 (American English).