The Agile Approach in Marketing
Intro to Agile
Agile methodology?has emerged as a transformative approach in marketing, changing how teams collaborate, innovate, and adapt in today's fast-paced digital landscape. Agile was originally used in software development and has found its way into marketing due to its flexibility, adaptability, and focus on continuous improvement.
Agile was created in response to?the limitations of the traditional waterfall model. This model was too linear and lacked flexibility, making it challenging to accommodate for changes and revisions once projects were in place. Feedback and testing were often put back to later stages, leading to potential issues being found late in the process. These limitations made the waterfall model not suitable for teams that need to respond quickly to the ever-changing market conditions.
The Agile Marketing Manifesto
To keep up with the speed and complexity of marketing today, we are adopting new ways of working, and this can be credited to the agile marketing manifesto, which emphasizes:
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Scrum
Scrum is a popular framework within Agile that enhances team productivity and project management. It does this by breaking down work into manageable chunks called sprints.
In my integrated marketing communications class, I worked with a team over five sprints that lasted two weeks each. Our task was to create blogs that provided resources and information for marketing alumni from our university. Each of our sprints consisted of a sprint planning meeting. Then an implementation stage where a lot of the doing and editing took place. After that, we did sprint reviews, tracking performance and analytics of our product. Lastly, we had sprint retros, where we evaluated what went well, what didn’t, and what changes, if necessary, that needed to be implement moving forward to deliver the best value for our client, and our customers.
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