The concept of Agile Marketing was derived from agile software development method where the word “Agile” represents effective (rapid and adaptive) response to change. In simple term, Agile Methodology Marketing is a strategy of improving the marketing process with speed and adapting the change occurrence.
Let us suppose you want to start a business where you need software. You hired a software developer who claimed the result will be completed after a year. You get the software as you desired a year after; however, the features that implied on that software has now become less effective in the current market.
This is all because of the lack of agile methodology during the creation of the software. And if the agile methodology was applied during the process of development, then the software would be much useful and appreciated in the present context of the market.
Agile methodology marketing is dominating all other methods that are running the business some years ago. Every business wants quick changes and updates with the new environment. Everyone wants to be the latest story in the market.
Principles of Agile Methodology in Marketing
1. Response to Change
This is a primary principle of Agile Marketing; your content must adapt to the new environment changes and response relatively. You will be left behind if you are unable to update yourself to the present situation.
2. Repeating Approach
Your development process shall be repeatedly approached and changed, seeing what works great and tuning for the present instead of big bang campaign approaches.
3. Testing data
The ready data must be tested with a proper opinion on how it works on real-time. It shouldn’t be just someone’s opinion whom you know or familiar with but try to gather negative opinions from the unknown testers as well.
Digital Marketing is all about transparency and engagement with customers. Transparency builds trust and reliability with the clients for further process and works.
Collaboration is another very important point for agile marketing. You should be connected with all of your internal as well as external team. It’s better to work as a team to complete the same work to produce a great result in days or weeks, not within a month or years.
Process of Agile methodology marketing
Before going towards the process of the agile method, let’s discuss some words on the Waterfall method. I hope you are well familiar with the word Waterfall method. Waterfall method was an old technique used for every kind of development process. But to be honest, this method is not perfect and reliable for the long term projects.
People are facing many problems and difficulty by the Waterfall method, which now lead to the innovation of agile method that solves the problems of the waterfall method.
Waterfall model is a constant method where once the step of development is completed, then there is no possible way for updating or editing that step all over again. But after the arrival of the agile method, the whole system has changed upside down for a useful result. Now, you can edit the mistakes you have done in previous steps of development.
The agile process breaks down the larger project to several small pieces for more convenient and iterative development.
Benefits of Agile method marketing in Business
Agile was introduced in the purpose of replacement of older method for the positive result. After the agile in process, challenges and difficulties are minimized and discarded.
The benefits that agile methodology brought with it are as follows:
1. Improves speed to market
There is a saying that “In highway speed kills whereas, in business, slower is what it kills.” So, speed up as much you are capable with. You have to catch up the latest if you want to survive in that environment otherwise you will be left behind.
This agile method helps in speeding your business activities without any flaws in marketing. Agile keeps you a step ahead on your business with a fluent speed.
2. Adapt and response faster
Market changes is a dynamic process where daily innovations are been created. Your resources have to be able to change and adapt a new situation for running in a flow of marketing. The changes have to be made and it should be responded quickly to the public markets.
After the implementation of an agile method to your business, you will be able to adapt the quick change on the external marketing climate and also would be a success for responding.
3. Increase business value
In the agile method, every member of the team is co-related for the same process. Information passes freely since there are no silos. Transparency in every member brings out the problem as well as solution. Every problem occurrence is solved before heading towards the next step of the development process.
So, the business value increases gradually on every successful progress of the product.
4. Lowers the risk
As we discussed the waterfall method in which the same process cannot be repeated after it is completed, but in the context of agile, you can change or edit any process repeatedly until you are satisfied.
This reduces the risk because you don’t have to crash all of your efforts because of one small mistake you have done in the above process. Risk of failing the project reduces while you apply the agile methodology in marketing.
5. Improves the quality
We already know that agile provides the feature of repeated inspection of the processing time and again. This directly points towards the improvement of the process, i.e. improving the quality. Also, reviewing in a team means solving the evolving problems and making the process even better and qualitative.
Scrum in Agile Methodology Marketing
Scrum is taken as the framework of agile, originally proposed by Schwaber and Beedle. It is the most used framework and found everywhere.
As per the study, estimated agile teams use scrum is 90%, where 12Million+ users are found daily.
Scrum contains its distinguishing features of working in a sprint, which means providing a small portion of your project to the client in every 2-4 weeks of the gap for updates. In scrum, development work is partitioned into “packets”. The testing and documentation are on-going as the product is constructed. The works which occur in “sprints” and is derived from a “backlog” of existing requirements. In scrum, the meetings that are conducted are very short timed and sometimes conducted without the chairs. Demos are delivered to the customer with the time-box allocated.
Scrum has its features as well as principles; here are those six important principles:
1. Empirical process control
Empirical process control is the foundation of three pillars, i.e. Transparency, Inspection, and Adaptation. Here, every pillar supports the weight of empirical process control. Important processes should be transparent and visible to all the team member as well as the client.
There shall be an inspection of every process with proper feedback. So, after every sprint, there is a sprint meeting with important people. The inspection helps in improving the project if any flaws are found during the inspection.
On the adaptation process, the scrum team practices both transparency and inspection to gain the adaptation. Every pillar is dependent on one another for empirical process control.
Every member of the team should be responsible for the success of the whole team. This enables a space of shared responsibility among the team for proper communication and collaboration in their environment.
Team collaboration is very important in any projects. Scrum believes that collaboration provides better and qualitative results. During the scrum meeting, every process is shared transparently so that if any problem is found, it can be solved easily.
Time-boxing refers in management of time while doing the project. It ensures that the team is not wasting their time. This method ensures the time limit for every process of development. Time-boxing helps in completion of project within a fixed time limit.
5. Value-based prioritization
This defines the steps of the process which are to be done now or later. Scrum is based on a very important fact that what will deliver the value. So, there is pre-planned work of the team on obtaining the value it will deliver.
6. Iterative development
In this process, there is a constant flow of process with repeated feedbacks. Here, large chunks of the process are broken down into smaller parts. This indicates how to manage the project’s quality and provide satisfaction to the customer.
Agile methodology is the best practicable method for every kind of development process that can provide fruitful output without the risk of loss and even with less investment. This method provides a quality result within less amount of time. The agile methodology ensures to bring a huge benefit to any of the businesses. So, never miss being “Agile”.
What is the difference between agile methodology and the scrum methodology?
Agile Methodology = Agile is ahead of development methodology. It is based on the continuous iteration of development and testing. Agile is flexible, and it quickly reacts to the changes. This method needs frequent delivery to end-user for their feedbacks. A project leader manages all of the tasks in the agile methodology.
Scrum Methodology = Scrum is one of the frameworks of the Agile method. It focuses on delivering the business value in a short period. Scrum is more of the rigid where not much of the changes are in practice. This method delivers after every sprint for the client’s feedback. There is no team leader, so everyone is responsible for project development.