06/22/2020

As marketing budgets shrink and revenue projections are slashed due to the ongoing financial fallout brought on by the Coronavirus epidemic, it has become crucial for businesses of all sizes to adapt to these changing circumstances. One route many companies are taking is the adoption of a more agile marketing approach to current and future marketing campaigns.

Agile, in the marketing context, means using data and analytics to continuously source promising opportunities or solutions to problems. It is done in real-time, deploying tests quickly, evaluating the results, and effectively marketing your products or services. 

Put simply, agile marketing is having the open-mindedness to accept that not all marketing campaigns are the same. In most cases, you will need to make changes along the way to get the best results and reach potential customers efficiently.

Marketing campaigns typically consist of multiple stages. Identify each of these stages, as a sprint instead of a marathon, and you will maximise short and long-term results. Above all, the goals set at the start should be clear and measurable. It shouldn’t matter how much content you produce, or how busy you might seem to be, but rather if you can achieve and measure the goals set.

Strategise & Experiment

Set goals for the project and focus on what you want to achieve. What value will you be providing your customers, and what should the desired action be? The true advantage of digital marketing campaigns is that it is possible to experiment, implement changes and run tests over a period of time and analyse the results. Digital marketing campaigns should be fluid. It is entirely acceptable to add new ideas or try different options to see which one works best.  However, it is advisable only to begin analysing data once your campaign has been running for a while. AI resources need time to gather sufficient amounts of data to present useful and accurate feedback.

Agile marketing enables you to identify problems throughout the campaign lifespan and allows for changes to optimise your output. Run different types of campaigns on various platforms and measure the results. Then focus on the strategies that have worked. Agile Marketing encourages you to not fixate solely on your long-term plans. Rather pivot and adjust according to your customers’ behaviour, ensuring you achieve your goals on a more regular basis. 

The goal is to summarise this information into data to generate leads. In essence, once your marketing campaign has concluded, the data gathered throughout (clicks, page visits, likes or video views) is applied to improve future campaigns and to continue building the right type of audience for your business. In turn, this strategy can improve the products or services you provide to align with your client’s needs. Once the leads are generated, they can be taken and forwarded to the sales team to convert into actionable leads/sales. Repeat this process until you have a well-defined marketing strategy that delivers the results you desire. 

Allow agile marketing to modify and improve your campaigns to achieve a higher degree of success (conversion rate). It relies on data gathering efforts which serve as motivation for you to make changes that have positive marketing outcomes. With this more flexible and adaptive approach to your marketing outcomes, you can focus on frequent releases, deliberate experimentation, and unending commitment towards customers’ satisfaction.

Get more value out of every digital campaign you initiate; Azapi is ready to be your partner in digital success.