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It is a common fact that the development and marketing process goes hand in hand. An enterprise will create or develop a product with a set of beneficial features.
\nMarketing involves showcasing these properties. Previously, development and marketing strategies were restricted by the lack of technology. However, this has changed now, with 78% of consumers conducting product research online.
\nThis drastic change has led to a change in the way developers approach ideas, also known as the birth of Agile Digital Marketing.
\nImage: Graphical Representation of Agile Marketing Process
\nTo understand what Agile digital marketing involves, you must first understand Agile Marketing. Agile Marketing is an alternative form of marketing that involves the use of tangible data and analytics to find opportunities for an increase in revenue or a search for solutions in real-time.
\nThe characteristic feature of this kind of marketing is that a team of developers and marketing personnel will focus on high-value projects. This kind of marketing is extremely flexible and does not rely on a single or few techniques.
\nIn essence, an ideal Agile Marketing Process will involve the following aspects:
\nIn essence, Agile Marketing plays off of Agile Development Team methodologies to manage the products that cater to a fluctuating industry.
\nLearn more about the fundamentals of Agile Development.
\nCEO of Allposit, Mike Lieberman, says that Agile marketing has to be implemented to inbound marketing or else you will not receive any significant results from their campaigns.
\nInbound Marketing involves the use of valuable content or personal experiences of a consumer to attract them to a certain product.
\nFor example, a blog post talking about a certain product and its connection to the writer's personal experience is more relatable to an individual.
\nReasons why inbound marketing requires agile can be summarised in the following points:
\nWhen it comes to implementing agile digital marketing, the best part is that any business, both large or small, can do so. Follow the steps below:
\nYou have to be on the constant lookout for certain cultural changes in the public like sports or other events like Oreo did. You can be connected to an audience to find these opportunities with the help of social media and platforms like Warble and Google Adwords.
\nOnce the keywords and trending hashtags have been obtained, the campaign must include these aspects to better relate to the audience.
\nFinally, once the iterations or alterations are carried out, you have to create a strategic methodology that will increase the effectiveness of the campaign. For example, the 70:20:10 methodology. As per this, the campaign will be divided into particular sections. That is,
\nTo determine the process of agile marketing management and the above aspect, you can turn your attention to the marketing campaign put forward by the tech giant, Dell, and Mozilla.
\nDell possesses a couple of hundred employees under the Dell Software Marketing Department. This department's primary aim is to promote the recent products developed on a global scale.
\nBeing a software/technology company, the team uses a range of online marketing concepts like SEO, Lead Generation, Channel marketing, and more.
\nIn a sense, the marketing department was running several different campaigns simultaneously, putting a damper on the effectiveness.
\nTo sort out this confusion, the company turned to Agile Marketing. Dell created a platform that would ensure that team members could communicate with each other.
\nThis shift provided an evident benefit as the marketing is now spread across the world, operating in month-long sprints.
\nTherefore, the department could become more diverse and be better \"listeners\" to consumers from all over the world in 7 months.
\nMozilla was also plagued by thousands of consumer interactions, all asking for something different. This greatly affected their marketing campaign.
\nThe marketing director then decided to introduce the principles of Agile in the form of \"Meta Principles\" to increase the frequency and quality of communication within the marketing department.
\nFirefox used traditional marketing methods and displayed its newest products in two separate launches. This was highly inefficient and energy-consuming.
\nThe department was then divided into small teams with as many generalists as possible. Although it took some time to pick up, this method dramatically increased the conversion rate.
\nIncorporating agile into digital marketing can be extremely beneficial to an online campaign. An enterprise can tackle several campaigns at once on different platforms. Thus, they are capable of relating to a large audience on a global scale.
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