Agile marketing

Short description: Organizational strategy

Agile marketing[1] is an organizational effectiveness strategy that uses self-organizing, cross-functional teams doing work in frequent iterations. It aims to drive growth by focusing team efforts on those that deliver value to the end-customer. This emerging practice in marketing applies selected principles of agile software development.[2] Proponents argue this increases the speed, quality, flexibility, and effectiveness of a marketing department.

At a high-level, agile marketing may be described as a group of teams organizing around the question “How can we best deliver value to our customer?” Teams collaborate across an organization to execute a set of high priority tasks over a recurring short (1-4 week) period - adapting direction, objectives, and processes as needed.

## Contents

* 1 Principles
* 2 See also
* 3 References
* 4 Further reading
* 5 External links

## Principles

The core Agile Marketing principles are as follows.[3]

* This is more about responding to changes over following the plan.
* Focus on working not only documentation
* Focus more on Individuals not only process
* Focus more on Customer collaboration not the Contract or negotiation

The famous frameworks for the Agile Marketing are Kanban board & Scrum (software development). [4]

## See also

* Dark marketing

## References

1. ↑ Accardi-Petersen, M. (2012). Agile marketing. Apress.
2. ↑ Power, Brad. "A Technique to Bridge the Gap Between Marketing and IT". https://hbr.org/2013/06/a-technique-to-bridge-the-gap-between-marketing.
3. ↑ "What is Agile Marketing: Everything You Need to Know" (in en-US). 2019-05-30. https://marketinginsidergroup.com/content-marketing/agile-marketing-everything-need-know/.
4. ↑ "How to choose the right agile marketing framework" (in en). 2020-06-05. https://martechtoday.com/how-to-choose-the-right-agile-marketing-framework-241808.

## Further reading

* Olajiga, Femi. "Lean Agile Marketing". cxconversion.com. https://www.amazon.com/Lean-Agile-Marketing-Deliver-Success/dp/0995746508/ref=sr_1_1?crid=3H6OIKAVCUA8F&keywords=agile+marketing&qid=1570999933&sprefix=Agile+ma,aps,157&sr=8-1.

* Olajiga, Femi. "Agile Marketing Team Structure". cxconversion.com. https://www.cxconversion.com/agile-marketing-team-structure/.

* Lukens, Chad. "Basics Of Agile Marketing And How To Incorporate It Into Your Business". followupengine.net. https://www.followupengine.net/the-basics-of-agile-marketing-and-how-to-incorporate-it-into-your-business.

## External links

* Agile Marketing Manifesto. Deliberate echo of the Agile Marketing Training - Online Video Course and its role establishing Agile Software Development.

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