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Agile marketing continues to grow in popularity. Why?
Condensed...
Myth #1: Agile is about doing things quick and dirty.
There are two allegations here: quick and dirty. Both are mistaken.
--> First, agile teams seek to minimize time spent on unnecessary overhead, such as excessive documentation, perfunctory meetings, or overly formal protocols between stakeholders.
--> Second, agile seeks to break big projects into smaller deliverables, each of which has value on its own or can be tested, either by internal review or with external market feedback.
--> Third, agile seeks to eliminate interrupt-driven fire drills that sap productivity. When teams are constantly interrupted with urgent ad hoc requests — drop that, do this — the “switching costs” of losing momentum, shifting gears, and picking back up again, take a heavy toll on productivity.
Myth #2: Agile doesn’t enforce consistency in what’s produced.
Generally, the goal is to put in place as much process and standardization as necessary to optimize net productivity. Having no standards might seem like greased lightning for a brief while, but it would quickly bog down the team in a Tower of Babel quagmire.
The same should be true for agile marketing. Processes for digital asset management, approval flows for deployment into the market, analytics for consistent reporting and review, enforcement of brand standards, etc., are all perfectly feasible — and usually desirable.
Myth #3: Agile doesn’t support a long-term vision.
It’s true that agile isn’t a strategy. Instead, it is a framework for implementing strategy. But one that is well-suited to a world where external environmental factors — changes with customers or competitors — can create unexpected opportunities and threats to one’s established strategy in short order.
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Via Marteq
Probably the most sensible explanation of Agile Marketing yet. Agile Marketing is NOT this willy-nilly runaround: it is a disciplined process designed to move swiftly while supporting the strategic vision.