Agility in marketing - reacting flexibly to market changes

Share on facebook
Share on twitter
Share on linkedin
Share on whatsapp
Share on email

The concept of Agility is particularly widespread in software development. But in the meantime, the principle has also become Marketing division established. While such a solution is now standard in the USA in particular, but also in the Far East, German companies still find it difficult. After all, agility also means always taking into account the chance of failure and still seeing the advantages even in failure. "When you fall, you should fall forward," is a frequently mentioned saying in this context. But what does agility in marketing actually mean?

Brand Analysis Template: The Foundation for Your Digital Marketing Strategy - Download Template

Reservoirs instead of watering cans - the budget remains finite

Agility in marketing does not mean, as many business owners think, spreading the budget around with a watering can and hoping that the desired results appear. Rather, it is a matter of Stringent planning of opportunities and options, at which, in keeping with the current events and results be set in motion.

Accordingly, agility is even more economical in many companies, as marketing misinvestments are usually much lower.

Cross-team working far away from knowledge silos

In the course of time, many companies have certain knowledge silos established. Every department and every area has its own special knowledge, which often defends itself against other departments. However, anyone who wants to act agilely and establish agility in marketing urgently needs to dissolve these structures.

The Agile Marketing Manifesto
Core of Agile Marketing (Image:

Because agility means a Unlimited access to the necessary resources. This is of crucial importance, especially in the field of marketing. Because product development, customer care, sales and marketing must optimally work hand in hand to achieve the desired results. Agility always also means a High flexibility in the choice of methods and the necessary information.

Interdisciplinary Teams ensure success

In order for work to function across the boundaries of teams and departments, interdisciplinary teams have become established in most agile working environments. Not only does the composition of the teams play an important role, but also the possible tools and means of communication. After all, if agility in marketing is paramount, communication and response channels must also be kept short.

In addition, it is important to ensure that the Structure within the teams though open, but yet structured is. This means that the work in the teams can be divided up effectively, provided that the necessary structure is in place. Similar to agile project management, agile marketing also requires the Responsibility through a team leader This not only keeps an eye on the sprints of the teams, but also provides the necessary feedback. For this reason, agility in marketing is often oriented towards the SCRUM methodologybut adapts them for itself in a new and much more flexible way.

The Agile Marketing Manager
Characteristics of the Agile Marketer (Image:

Marketing automation offers flexibility for agile changes

A important support with the increasing agility in the marketing segment is the possibility of Automation. This is because, above all, it offers fast and simple rollout of the various campaigns without having to provide the necessary manpower. In this way, the Change desired records quickly and play it out via the appropriate software.

This is especially important when Advantage, if you as a company address a very large or very many different target groups. The pure working time is reduced by the Marketing Automation is significantly reduced, while output continues to increase. Optimal, then, when the Agility in marketing brought into focus and when, above all, short reaction and action times are of decisive importance.

Planning and structure in marketing remain

Agile marketing is not thoughtless and haphazard work. On the contrary, plans must even be reinforced and intensified. Because agility means to be able to act quickly and react even faster. Let's look at this with a simple example:

A company decides to focus on marketing efforts in the social networks focus. To start with, three different campaigns are launched for Twitter, Facebook and Instagram. After a short evaluation phase, the company realizes that the campaign on Facebook does not pay off, but on Twitter it triggers a high conversion rate despite a low interaction rate. It would be understandable to immediately stop the campaign on Facebook and strengthen the campaign on Twitter. But strengthen it with what?

Comparison of conventional and agile marketing
Conventional vs. Agile Marketing (Image:

Without a plan, the frequency of the ads would possibly be increased without changing anything in their content. So it would just be a watering can principle without a real plan. Agility in marketing means to control the creation of the Plans for the various contingencies. So now, if one of the channels is particularly efficient, it is combined with other already existing Contents expanded. For example, through suitable video content. This could not only increase the interaction figures of the users, but could also be used for a provide even stronger conversion

Accordingly, agility in marketing means above all very good and comprehensive preparation, which only succeeds with the flexible and, above all, diverse teams.

Customer centricity as an important element

The most important element in agile marketing strategies is the clear centering on the customer. And away from the abstract models of the Buyers Pesonae, but about the customer itself. Because thanks to the agile phases and the quick feedback of successes and failures there is the possibility Customer reactions more comprehensive at capture and much faster zu Process. Accordingly, one can effectively use the direct customer reaction to the various marketing measures to change the various parameters thanks to one's own agility and thus achieve the desired successes.

Brand Analysis Template: The Foundation for Your Digital Marketing Strategy - Download Template

Overall, the higher agility thus makes marketing significantly more less abstract and much more concrete. An important point to achieve quick success with individual actions and to avoid unnecessary costs in the first place. As long as the customer and customer satisfaction are the focus of attention, the marketing measures practically control themselves.

Agility in marketing increases customer satisfaction and efficiency

In summary, it can be said that agile strategies in many companies are enormous advantages can offer. Although the changeover is often tedious and stressful in the beginning, the company benefits in the long run from the lower marketing costs with improved effectiveness at the same time.

Because the various marketing measures are custom fit optimized for its own customers and target groups and continually refined and optimized as it progresses. Thanks to short sprints and consistent optimization phases, customers can significantly better and efficientr be addressed.


Share on facebook
Share on twitter
Share on linkedin
Share on whatsapp
Share on email
Share on print

Leave a comment

Thought Leadership content

Content recommended for you.

Stay informed: We want you to be on top of the current developments in marketing and technology. In our magazine, we share both fundamental and hot topics - in blog or video format.