Agile MARKETING Mix
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Agile MARKETING Mix
Today's Top News, Posts and Opinion on Agile, Lean and Adaptive Marketing
Curated by Len Netti
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The Dawn of Agile Engagement

 

Communicators’ success in this rapidly evolving era depends on effectively targetingtheir audiences and infusing messaging with audience insights gleaned from socialconversations. And speed matters more than ever in this real-time world. Increasingly, leading brands are calling on many departments to answer the call for agile engagement. It turns out that empowering more enterprise employees to engage can produce moretimely and authentic interaction across a greater number of engagement points. This white paper explores agile engagement: what it is, how it works and its potentialreturns for your organization.

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The 4 Strategic Phases of Lean Advertising

The 4 Strategic Phases of Lean Advertising | Agile MARKETING Mix | Scoop.it

Phase 1 – Build Your Test Campaigns

Phase 2 – Analyze The Data

Phase 3 – Optimize Your Campaigns

Phase 4 – Scale Your Winners

 

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A Super-Biased Summary of Agile

A Super-Biased Summary of Agile | Agile MARKETING Mix | Scoop.it

The Waterfall approach

 

An omniscient manager plans every little thing ahead of time and tries to prevent changes to the plan so that you can predict the future.

 

This doesn’t work well because it turns out that you can’t predict the future. And omniscient managers are hard to hire, in that they do not exist. Plus, good people just get bored working that way. It’s a creativity killer. It’s bad.

 

 

The Agile approach

 

Since you can’t predict the future, don’t try. Instead, your team focuses on listening well to customers and the industry, reacting quickly when problems or great ideas strike, and managing risk by working in smaller, time-bound cycles. We nerds call cycles iterations because it sounds nerdier.

 

This does work well because you adapt and stay relevant as the future unfolds. You deliver consistent incremental results instead of a few all-or-nothing bets, and you have an opportunity to get better with each iteration. Most importantly, everyone on the team takes more ownership of the results, because everyone helps shape the plan as you go. Good people like feeling ownership over their work. They like having some room to be creative. It’s good.

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Insights From Four Brands Using Agile Marketing

Insights From Four Brands Using Agile Marketing | Agile MARKETING Mix | Scoop.it

Agile management methods provide a framework for making better decisions and improving overall productivity. One focus of agility is understanding the relative value of the initiatives you want to work on and prioritizing them.

 

1. We're combining marketing, technology, and the creative process into one set of iterations. We're building the look and feel of the Web site, the customer journey, and our knowledge of persona into the product design and content at the same time. By incorporating feedback during the development process, a product is more likely to meet customer expectations, and the marketing is more likely to hit its mark. You can put something in the market and know fairly instantaneously whether it's working or not, and you can test concepts before you go out and spend big dollars on advertising.

 

2. Agile marketing is synonymous with getting faster and more responsive. Our early phase of adoption simply includes improving communication during a project, and using data more effectively to quickly develop and execute "microcampaigns" and interact with customers. Improving the agility of the marketing team doesn't always mean using formal agile practices. But it does mean taking steps to be more customer-centric, to become more efficient, and to use data more effectively in order to execute projects faster. Shortening time to insight is really critical.

 

3. Interacting with consumers in social spaces requires speed and flexibility. One key to marketing agility is a closer relationship with company lawyers. The legal team needs to be an active participant in marketing decisions. Marketers "need to know what they can and cannot say," but you can't afford a 24-hour legal team response. You need cross-functional teams or, at least, close collaboration across marketing--and business--functions. Marketers are generally uncomfortable with formal agile methods because the emphasis on collaboration and constant iteration changes how individuals are recognized. The advantage of traditional waterfall phases, where projects are completed in discrete steps, is that they come with a pat on the back.

 

4. Agile methods have made the team better at predicting and meeting its delivery dates. The short, iterative work cycles that define agile marketing mean multiple deliverables are completed in two weeks or less, and the team is constantly making room for new ones. We're able to adapt to any inquiry that's coming in. We set up three queues: one for work that requires new development, one for creative projects, such as artwork, and a "rapid response" queue for site updates that take eight hours or less to complete. Projects are broken into small chunks called "user stories," and prioritized according to the business objective. Anything date-driven goes to the top of the queue.

 

 

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The Emergent Strategy And Good Money vs. Bad Money

Agile management practices must always allow emergent strategies to develop, because that’s where the real innovation opportunity exists, and that’s the kind of opportunity traditional hierarchies will crush.

 

With agile, your strategy is what you’re actually doing, not what you say you’re doing.

 

Investors don’t care about your incentives. They don’t care that you never changed your mind or flip-flopped on decisions, either. Pride and ego are the only things that care about that.

 

In the agile world, success doesn’t mean knowing exactly what to do. Instead: Success means having enough money left over to try an emergent opportunity after the deliberate strategy has failed.

 

Where old-school thinkers only go for things that have 95% confidence level, agile innovators know creativity has a much lower success rate.

 

The point of agile management is to try something, see what happens, and respond quickly enough to the new information to find what will work.

 

The theory of good money and bad money, according to Clayton Christensen, says when the best strategy is not yet clear, the “good money” from investors should be patient for growth, but impatient for profit. That means, if you’re being agile, don’t blow huge piles of cash. Stay small and profitable on that scale, until the growth opportunity emerges.

 

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The Future Of Digital Marketing: Agile Marketing, Adaptive Culture

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Measurement in a Constantly Connected World

Measurement in a Constantly Connected World | Agile MARKETING Mix | Scoop.it

It's critical to stay agile, and act on the insights of your customers and their journeys.

 

To adapt to this new constantly connected customer, businesses should do three things:

 

1. Practice Holistic Measurement.

2. Attribute the Right Value to your Marketing Channels.

3. Act, Measure, Repeat.

 

 

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Growth Hacking = Lean Marketing

Growth hacking is a philosophy of how marketing should be done at a startup, and as a result growth hacking incorporates a lot other disciplines like product management, direct marketing, brand marketing, and engineering.

 

So growth hacking is basically lean marketing.

 

Growth hacking is what happens when you take lean to the next level, beyond customer development and product-market fit. It’s what lean companies do once they’ve found product-market fit and now need to grow.

 

Instead of minimum viable products, growth hackers develop minimum viable strategies. They need to quickly figure out minimum viable user acquisition strategies, minimum viable user activation strategies, minimum viable user retention strategies, and so on.

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The Role of Improvisation and Invention in Agile Marketing

At the heart of the general concept of agility is the freedom and flexibility to improvise and innovate. This sense of freedom should apply as equally to the output/deliverable/outcome of the project at hand as it does to the processes that are employed to get the work done.

 

Within the broad framework of agile marketing methodology there is plenty of room for practitioners to find their own way through the same sort of experimentation that the underlying philosophy of agile methods encourages and promotes. How long should a sprint be? It depends on the project. How often should teams SCRUM? Sometimes meeting on a daily basis is just too often and three stand-up meetings a week are more appropriate. Do what works best for you!

 

With agile marketing the rules of the game are such that changing the rules to suit you and your team are well within bounds. This notion of a fast, flexible and methodical, yet malleable,  process can help marketers to break out of the confining strictures of hierarchy that often hinder the employment of agile methods and the work that they aim to produce.

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Marketers Should Act More Like Newsrooms

For messages to be heard in 2020, brands will need to create an enormous amount of useful, appealing, and timely content. To get there, brands will have to leave behind organizations and thinking built solely around the campaign model, and instead adopt the defining characteristics of the real-time, data-driven newsroom — a model that's prolific, agile and audience-centric.

 

Prolific.

This previously unimagined scale of content production will require brands to adopt every option available to them to increase their content output.


Agile.

The traditional campaign model is rigid. In contrast, the newsroom metaphor suggests that content has to be produced and delivered in a continuous stream rather than through a ponderous, slow-moving process of months of campaign development. Ad agencies and creatives will need to work more like a news organization, constantly adapting existing material and creating new content across all media.


Audience-centric.

The campaign model has for decades been decidedly brand-oriented. Typically, brands tell stories about themselves. In the shift to a newsroom model, we'll ask "what will our user be interested in?"



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What is Agile Marketing and why is it a better way to plan and execute marketing programs?

What is Agile Marketing and why is it a better way to plan and execute marketing programs? | Agile MARKETING Mix | Scoop.it

6 Agile Marketing Values:

 

1. Responding to change over following a plan
2. Rapid iterations over Big-Bang campaigns
3. Testing and data over opinions and conventions
4. Numerous small experiments over a few large bets
5. Individuals and interactions over target markets
6. Collaboration over silos and hierarchy

 

Agile marketing principles:


1. Satisfy the customer through early and continuous delivery of marketing that solves problems and creates value.
2. Welcome and plan for change. Quickly responding to change is a source of competitive advantage.
3. Deliver marketing programs often, from every couple of weeks to every two months, with a preference to the shorter timescale.
4. Great marketing requires close alignment with the business, sales and development.
5. Motivated individuals build great marketing programs. Give them the environment and support what they need.
6. Learning, through the build-measure-learn feedback loop, is the primary measure of progress
7. Sustainable marketing requires you to keep a constant pace and pipeline.
8. Don’t be afraid to fail; just don’t fail the same way twice.
9. Continuous attention to marketing fundamentals and good design enhances agility.
10. Simplicity is essential.

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How We Finally Made Agile Work

How We Finally Made Agile Work | Agile MARKETING Mix | Scoop.it

Designers panic when they first try agile. And project managers and systems and business analysts challenge the validity of increased team agility. What is clear is that people in those roles tend to struggle to find comfortable footing in an agile environment. This resistance, born of hesitation towards the unknown and a heightened concern for job security, often creates team dynamics that inhibit true cross-functional agility.

 

 

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Significant Changes Need To Be Implemented To Shift Towards Agile Marketing

Moving away from long term planning.

Annual marketing plans are no longer sustainable. In an environment where the only constant is change, marketers need to shift to shorter-term, more versatile marketing plans that involve constant testing and experimenting of tactics. The time between creating and executing a strategy must be reduced drastically to ensure it is current and timely. In short, marketing needs to behave like technology- i.e. release often, release fast. Ongoing beta testing, iterating and learning need to be integral to marketing.

 

Embracing marketing technology tools.

There are a growing number of tools that enable centralization and agility in marketing. Customer responsive platforms such as Digital Asset Management (DAM), Product Information Management (PIM) and Web Content Management (WCM) facilitate the creation and execution of multichannel and multinational campaigns. Web analytics tools give marketers access to real-time customer intelligence, so they can react to rapid developments in consumer habits and behaviors.

 

Ensuring internal collaboration.

For marketing to be successfully agile, collaboration is necessary within internal departments, especially marketing and IT. Creating alignment of marketing goals with business goals ensures a more seamless operation. Agile marketing also calls for nimble project management; for example, holding shorter, more frequent scrums instead of longer, infrequent meetings. This gets key stakeholders on the same page and up to speed with the rapid changes in the marketplace.

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The Agile CMO

Learning Agility—the ability togarner insight from experienceand apply it to new situations—is a trait that distinguishes best-in-class marketing executives. Two facets in particular, MentalAgility and Change Agility, stand out as differentiators, enabling CMOs to take advantage of new technologies and data, capture new markets, and lead enterprise-wide transformation efforts.

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Twitter's Bruce Daisley: How brands can prepare for the moment and adapt in real-time.

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6 Qualities of Highly Effective Agile Marketers

1. They’re adaptable. The number one quality that distinguishes agile marketers from other marketers is their ability to be adaptable and pivot when necessary.

 

2. They’re data driven. Another inherent trait that agile marketers possess is being data driven and measuring everything.

 

3. They’re customer focused. Agile Marketers, like their development counterparts, are heavily focused on consumers and their needs.

They’re more likely than traditional marketers to listen to users on social media, monitor sentiment and respond in real-time to customer concerns. Agile Marketers are also more likely to listen to user feedback.

 

4. They test like their life depends on it! Agile marketers believe in hardcore data for marketing decisions.

 

5. They focus on delivering. They also prefer shorter planning cycles to allow for changes and easy measurement.

 

6. They’re always learning.

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Agile marketing for a world of constant change.

We’re wrestling with an explosion of ever-shifting touchpoints and channels where we have to connect with our audience. Across this kaleidoscope of touchpoints, we’re responsible for an explosion of content — “content” being the catch-all word for, well, the majority of what marketing produces. We have to deliver this content — and more than just content, but functional customer experiences — across an explosion of different devices. We’re now faced with an explosion of technologies to help us execute all these content and experience opportunities on all these devices in all these touchpoints. In turn, all of these technologies are generating an explosion of data that truly boggles the mind.

 

All of this is leading to an explosion of new ideas.

 

This is the new normal for marketing.

 

It’s reached a point where we need to step back from chasing fixes for the latest disruption du jour. Instead, we need to consider ways we can make our organizations more adaptive to change in general. To change how we think about change. So that when the next new thing explodes — maybe next week — we’re better able to capitalize on it.

 

That’s the purpose of agile marketing.

 

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8 Key Principles of Agile Marketing

8 Key Principles of Agile Marketing | Agile MARKETING Mix | Scoop.it

The most important agile marketing principles:

 

1. Remarkable Customer Experiences

2. Responding to Change

3. Focus on Teams & Iterations

4. It’s all about the Data, baby

5. Lots of small Experiments

6. Customer Collaboration

7. Transparency

8. Establish Feedback loops

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Agile Product Marketing

Agile Product Marketing | Agile MARKETING Mix | Scoop.it

The product development lab is the marketplace, and agile marketers aren't trying to introduce something that is perfect.

 

The Agile Approach

1. Don't be perfect.

2. Don't over analyze behind a desk.

3. Listen for common issues.

4. Don't take what is said as gospel. See what they do.

5. Don't take criticism as personal rejection.

 

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Lean Marketing: How to Run Your Marketing Team Like a Startup

Lean Marketing: How to Run Your Marketing Team Like a Startup | Agile MARKETING Mix | Scoop.it

Why Is Lean Marketing So Powerful?

 

1) You Move Fast. The Lean Startup methodology is built around short, iterative product release cycles (AKA sprints). Or, in marketing, you might call them project cycles or simply marketing cycles.

 

2) You Stay Focused. At the beginning of each sprint, you choose the projects—the only projects—that you'll work on during that given sprint. Everything else remains in a prioritized backlog. Get a good marketing request from your CEO mid-sprint? Great—add it to the backlog.

 

3) You Prioritize. In the Lean Startup methodology, every project has a clear and distinct goal, success metric, evaluation of effort required (measuring the relative size of project), and a forced priority—all of which are transparent to the whole company.

 

4) You Tackle Projects With Foresight. A daily "standup" (a regular meeting where you literally stand for the whole meeting in order to keep it short) allows each team member to discuss what they're working on and if there are any blockers. A daily "burndown" (a chart that shows the amount of work left to be completed in the sprint, compared to the current goal) shows how the team is progressing toward completing all their projects.

 

8 Principles of Lean Marketing

 

1) Organize Around the Sprint

2) Structure Your Scrum Teams

3) Keep a Backlog

4) Create User Stories

5) Plan a Sprint

6) Commit Publicly

7) Commit to a Daily Standup

8) Set Up Daily Reports

 

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The Lean Marketing Funnel

The Lean Marketing Funnel | Agile MARKETING Mix | Scoop.it
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Get Agile.

Applying Scrum changes the day-to-day reality of agencies dramatically. If done well, it improves output and profitability like crazy.

 

Learn from a firm that has built up over 35,000 hours of Scrum experience since 2008. They share their best-kept secrets.

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Six Key Concepts of Agile Marketing

1. Without goals, measuring doesn’t matter. 

2. Inspect and adjust.

3. Focus on data that matters.

4. Interact with individual customers.

5. If you fail, fail fast.

6. Build communities.

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10 Ways To Successfully Incorporate Lean Startup and Agile Into Your Organisation

10 Ways To Successfully Incorporate Lean Startup and Agile Into Your Organisation | Agile MARKETING Mix | Scoop.it

Combine lean, agile and start-up techniques effectively. Avoid analysis paralysis. Fail fast and early. Adapt and change. Create something truly valuable. Be better or different. Pivot or persevere. Accelerate by batching, continuation and pulling. Measure progress using innovation accounting.

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This Is What Agile Marketing Is All About

This Is What Agile Marketing Is All About | Agile MARKETING Mix | Scoop.it

Agile means freedom. Freedom to reach your audience whenever and wherever you need, freedom to change the message “on the spot”.

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