Marketing has changed more in the last five to seven years than at any other time. The pace of change has quickened, there is more direct pressure for marketing to demonstrate its contribution to the bottom line, many more channels of communication are available to reach increasingly fragmented audiences, and all of this must be done with scarce and expensive talent and resources.
Despite all this change, many of the core processes of marketing remain unchanged. We still spend time writing thick marketing plans, constructing yearly budgets, launching big-bang ad campaigns and targeting broad audiences (instead of having conversations with people). Some marketers are taking a different approach—one based on agile development. Software developers faced a similar crisis in 2001. They were pressured to get more done with scarce resources, and to adapt rapidly to change. They responded with a set of principles and a methodology called agile development, and it has transformed software programming.
Jim Ewel, a blogger on the topic of agile marketing, believes that we can apply many of the same principles and methods to marketing.
What Is Agile Marketing?
Agile marketing is an iterative and experimental approach to marketing that values adaptability and responsiveness to change over long-term planning. It also values individuals and two-way marketing interactions, as well as collaboration among the various marketing disciplines.
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