How agile is your marketing?


If traditional marketing methods are slowing your business down it could be worth switching to more modern, agile, methods.

How quickly can a marketing email come to life using traditional methods? For large organisations it could be a month or two. Once the idea is formed, appropriate copy and images would be gathered, the product would then have to be sent to the company’s legal department, and finally after being approved it would be ready to send. Of course by then, the business justification for the marketing email could well be outdated.

Similar to traditional software development methods, traditional marketing methods are far too slow to keep up with the intense speed of change in today’s business world. Software developers resolved this through the implementation of the agile software development method and now marketers are starting to notice this tried and tested approach too.

Like in software development the goals of agile marketing are to improve speed, adaptability to change, transparency, and predictability of the marketing function. It does this by focusing on cross functional collaborative teams working on many small experiments that are based on data rather than opinions. Agile marketing concerns itself with responding to change through the use of rapid iterations instead of traditional big bang campaigns.

The agile method prioritises customer satisfaction through early and continuous delivery of marketing that solves problems and creates value. It welcomes change and understands that the ability to respond to change quickly is a source of competitive advantage. So how do businesses using agile marketing improve their responsiveness? A recent study by Danaher Corporation provides three insights into this.

1. Gather the content creators from across the organisation and create a single customer experience team. This speeds up the creation of content while also ensuring that the customer experience is uniform across all digital and physical touchpoints.

2. Integrate your technology services to enable quicker, data driven, decision making. In order to do this it is necessary to have all your business’ data, for both digital and physical sales channels, to be easily accessible by decision makers. So you need the various technology solutions you are using to be able to talk to each other and provide the correct data as and when it is required.

3. Simplify and automate the value chain so you can minimise error and inconsistency. Use fewer tools, use fewer steps or simplify steps. Implement proven methods such as Lean and Total Quality Management to enhance the customer experience.

Great marketing requires close alignment with the business, sales and development. Agile marketing’s cross functional approach ensures that this is inbuilt into its core workings. It also ensures improved responsiveness to world events and changing consumer demands. It improves marketing agility by paying attention to fundamentals and good design. Agile marketing is not worried about failure but instead is more concerned with learning and improving.


About Author

Mehrdad Behroozi

Mehrdad (Merv) Behroozi is general manager of Hamilton graphic design and web development company E9. Phone: 07 838 1188 | Email: