‘3 Compelling Reasons to Adopt Agile Marketing’ – Entrepreneur
Leyl Black says, “Is “agile marketing” on your to-do list for the coming year? If not, it’s time to get up to speed: According to a 2016 survey by Workfront and MarketingProfs, 41 percent of marketers either already use or plan to use an agile approach over the next few years.
Workfront defines agile marketing as “a tactical marketing approach in which teams identify and focus their collective efforts on high value projects, complete those projects cooperatively, measure their impact and then continuously and incrementally improve the results over time.” It’s a process designed to enable rapid iteration, testing, and learning and the ability to change course quickly. In an agile marketing framework, decisions are based on data and results, not opinions and conventions.
Adopting agile principles and practices in your marketing “capitalizes on value that has been proven through the software delivery industry and that closely aligns with needs of marketers,” adds Roy Huhta, chief product officer at digital media and marketing agency West Cary Group. “Building an agile foundation of practice ensures that you are continuously maximizing and optimizing the marketing investment.””.
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