Boost High End Business Strategy with Agile Marketing
Dr. Agus Setiawan

PhD Holder and result-oriented Director with 25 years experience with involvement in all levels of Business Strategy, Sales and Marketing, Managing Project and Product Development. Aside of managing a company, he is also the best corporate trainer and public speaker in seminar and conference.

Boost High-End Business Strategy with Agile Marketing

The digital landscape is constantly evolving, with new technologies, platforms, and trends emerging regularly. In the fast-paced digital environment, businesses need to get their marketing campaigns to market quickly. However, traditional marketing plans are often rigid and inflexible. Marketing is a dynamic business area that must always adapt to the fast changing customer needs

Then, agile marketing allows businesses to quickly adapt to these changes and capitalize on new opportunities.

Check out our Digital Innovation Strategy training and certification programs to support your digital transformation journey!

Agile Marketing in a Nutshell

The Ascend2's Impact of Agile Marketing Survey Summary Report (2022) shows that 68% of the respondents think that agile marketing's significance in creating a competitive advantage has "increased moderately". According to almost all marketers surveyed, in the last two years—during which many businesses have come to terms with the possibility of drastic change—agile marketing has become even more crucial for creating a competitive advantage.

Not only disciplined agile that gains many attentions in business, but agile marketing now is considered as crucial to determine business longevity. Agile marketing is a framework that employs self-organizing, cross-functional teams that work in sprints to complete tasks. It serves as a business development strategy that elevates the way of thinking and doing business, enabling businesses to react fast to change, follow market trends, and provide customers with relevant and interesting experiences. Marketing teams may quickly modify campaigns and strategies as agile marketing…

  • Focus on frequent releases
  • Commit to audience satisfaction
  • Commit to audience satisfaction

The Core Values of Agile Marketing

An agile marketing, as stated in the Agile Marketing Manifesto, should include the following core values:

  • Outcome over output

    Agile marketing puts customer and business needs first rather than just engaging in marketing for the sake of it. Thus, the entire team must first decide on a desired outcome.

  • It dispenses with perfection

    Agile marketing aims to give value frequently rather than trying to launch a campaign at once. It leverages viability and efficiency, focusing on what can be implemented right away.

  • Data and experimentation

    An agile approach is data-driven, with learning comes from ongoing experimentation and strategy is determined by actual results.

  • Cross-functional collaboration

    One of the key principles of Six Sigma is the standardization of processes. This not only reduces variation but also creates unambiguous guidelines for employees to follow. Well-documented procedures are instrumental in facilitating a consistent and effective approach to work.

  • Responsiveness

    Agile’s iterative approach makes it responsive to shifting market and customer needs.

Benefits of Agile Marketing

Agile is proven to enhance business operations in an organization, providing faster and smoother the bureaucracy within the organization. Agile marketing as a business development strategy is important for businesses in today's digital era as it is able to give several benefits such as:

  1. Increased speed and flexibility

    Agile marketing provides a framework for making real-time adjustments, allowing businesses to respond to shifting market conditions and customer demands promptly.

  2. Improved customer experience

    Agile marketing can help create personalized, engaging, and relevant content for customers. This, in turn, fosters customer engagement and loyalty, as consumers appreciate brands that meet their evolving needs.

  3. Data-driven decision-making

    Agile marketing leverages data analytics to inform marketing decisions and optimize strategies. This data-driven approach helps businesses refine their marketing efforts and achieve better results.

  4. Faster time-to-market

    Agile marketing streamlines processes, reducing time-to-market for campaigns and product launches.

  5. Iterative Improvement

    Agile marketing encourages an iterative approach, where campaigns and strategies are continuously improved based on performance data and feedback

All in all, integrating Agile Marketing into your business strategy is a dynamic approach that can improve your ability to respond to market changes and deliver customer value. Borrowing the principles of Agile, it allows teams to be more flexible and customer-focused.

Ascend2. (2022). THE IMPACT OF AGILE MARKETING. Research Created for Marketers.
CoSchedule. (2022). Agile Marketing Research 2022: Agile Marketers Adapt To Changing Priorities & More New Findings. CoSchedule Blog.
Dooley, J. (2023). Agile marketing: What it is and why marketers should care. MarTech.
SendPulse. (n.d.). What is Agile Marketing: Benefits | SendPulse.
Vermes, K. (2022). 68% of marketers seeing agile marketing increase in importance. KoMarketing: B2B Search, Social, & Content Marketing.

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