There are many marketing techniques businesses and entrepreneurs can employ depending on the company’s marketing goals and strategy. One marketing approach that has empowered businesses in their social media efforts, product development, and strategic communication is agile marketing. Agile marketing is primarily driven by digital efforts, with a focus on social media and content marketing.
Jim Ewel, marketing consultant and faculty member at University of Washington, wrote on agilemarketing.net, that this type of marketing is marked by four fundamental elements: “to improve the speed, predictability, transparency, and adaptability to change of the marketing function.” Deriving principles from agile software development, agile marketing is a strategic marketing approach that provides real time connection and efficient product launch. For example, many companies utilize agile marketing before a product emerges into the market to gather ideas from potential users.
This marketing technique provides brands with many advantages that integrate with social media and content marketing implementation.
Here are three benefits of agile marketing as applied to social media.
1. Social Interaction: Agile management is known to value interactions and individuals over processes and tools which support the foundational aspects of social media. One shining example of this is Oreo’s impromptu tweet during the Super Bowl blackout. The tweet read: “You can still dunk in the dark.” This was retweeted more than 15,000 times within 14 hours. In this case, Oreo added to its existing marketing plan by creating an extemporaneous content strategy that immediately became viral.
Responsive and Adaptive: According to the Modern Marketing Manifesto, brands that have mastered the agile marketing approach understand that being responsive and adaptive to change is necessary in a fast-paced digital culture. By adopting an agile marketing technique, brands learn to be adept at maintaining and managing brand awareness and social media networks through the understanding of customer needs, and staying updated on relevant events and trends.
Experiment Culture: Agile marketing is all about experimentation; specifically, “numerous small experiments over a few large bets.” The idea behind designating smaller marketing experiments versus implementing a large marketing campaign is that it allows brands to better assess what works for them through quick, efficient testing. By analyzing data and testing a number of social media marketing experiments, brands have a greater chance at staying ahead in a competitive culture.
More brands are beginning to incorporate the conceptual frameworks of agile marketing, which is now being recognized as a modern marketing approach to social media and content strategy. Brands have also found great success in applying agile marketing to their product development process. By engaging customers and clients in conversation, companies can leverage customer desires and ideas in relation to new product developments. According to Mashable, three brands that do this successfully are Carsurfing, Teradata Applications, and CafePress. You can check out their agile strategies here.
Try incorporating methods of agile marketing into your next social media campaign and share your outcomes!