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Agile Marketing

What is Agile Marketing? What are the Benefits to E-commerce Sites?


As an e-commerce entrepreneur, you have demonstrated that you are open to innovation and change by entering this sector. But there is no end to innovation and change. Maintaining continuity in this regard is an important dynamic for e-commerce. Therefore, you cannot go very long by taking any innovation you make or a change you are involved in.

The digital world and the dynamics that make up the digital constantly change. Customers constantly want new things, industry highlights innovations and your business partners develop new projects. You also need to make your business keep up with the times by making touches on the kitchen of the business. Working approaches and marketing strategies suitable for this situation have also been developed with the understanding of “ agile marketing ”. So what is agile marketing?

What is Agile?

Agile marketing is not the first concept that emerged with the " agile " approach. Before that, an agile frenzy had begun for software developers. Knowing what this understanding is, which forms the basis of agile marketing, can provide a better understanding of the concept itself.

Agile is a concept that puts the ability of an organization emerging and managed in the software industry to be open to periodic developments, changes, and innovations and to change direction for new opportunities. It is an understanding that reveals the new generation working principles by breaking some memorization about software development.

17 of the important names in the software development world gathered in Utah in 2001. Their aim was to increase productivity in the software development world. After a kind of brainstorming that lasted for 2 days, they decided to make radical changes by identifying the dynamics that restrain productivity. By publishing a manifesto, they came up with a business model based on individuals, accepting customers as business partners, and having working processes that respond to changes rather than fixed plans.

Agile, which quickly established itself in the software world, showed its benefits in a short time. Those who could keep up with change took their share from this system and the time to success was considerably shortened. As a result of the adaptation of this idea to the e-commerce world, agile marketing was born. With a similar scenario, a group of entrepreneurs gathered in San Francisco in 2012 announced this with the Agile Marketing Manifesto.

What is Agile Marketing?

Self-organizing Agile marketing is an organizational marketing strategy that works with frequent repetitions and aims to offer the best value to the customer in the shortest way. In this strategy, where the concept of teamwork is very valuable, teams are in a collective effort. Projects, organizations, tasks, or actions subject to work are all completed in collaboration. Its effects are measured, analyzed, and a continuous renewal cycle is created in line with the results. Innovations and improvements are made in each cycle, adding value to the project.

The agile marketing model is also very functional for e-commerce. This marketing strategy aims to deliver the campaigns to the customer as soon as possible. Therefore, it is also suitable for e-commerce where the movement is not lacking. With this model, your e-commerce site can reach the agility to adapt to the speed of the digital.

What is the Agile Marketing Manifesto?

We have said that a group of entrepreneurs announced this model, which they built based on agile, with a manifesto. So what was in that manifesto?

The Agile Marketing Manifesto is built on 7 core values. These foundations provide insight into the path for marketers who want to implement the strategy. This manifesto, which is a kind of set of laws or guidelines in itself, declares new values ​​that will replace traditional values.

1.Verified Learning.

The first value mentions that the nature of agile marketing is not linear. This value suggests paying attention to feedback, not the manager, to decide what is better. The result of the work and the next step is confirmed by the " apply-measure-learn-apply " cycle.

2.Customer-Focused Collaboration.

This value emphasizes that all teams and individuals who play a role in the marketing organization and affect this operation, especially the customers, should cooperate.

3. Adaptive and Recursive Campaigns.

Campaign strategies are not traditional. This value, which defends that it should be small, effective, fast, and renewable, ensures efficiency even from unsuccessful campaigns. Frequent repetition of short-term campaigns helps eliminate unsuccessful ideas and develop successful ones.

4. Customer Discovery Process.

Saying that marketing is the act of customer discovery, this value emphasizes the importance of customer analysis. He advocates making the correct discovery among customer groups showing unbalanced and uncertain actions and taking the project to the customer instead of waiting for the customer for the project.

5. Flexible and Solid Planning.

This value argues that the plans made should be suitable for change. A solid plan is of course important, but this plan should be capable of flexing according to market variables.

6. Responding to Change.

This value, taken as it is from the agile movement in software development, means being open to innovation and keeping up with changing orders instead of sticking to a fixed plan.

7. Many Little Experiments.

The final value of the manifesto suggests turning the big goals into small sets of goals. Small initiatives made ultimately lead to a great goal.

What Are The Differences Of Agile Marketing From Other Marketing Approaches?

It is possible to encounter a thousand kinds of strategies in the marketing world. Well, when there are so many strategies, why has agile marketing made such a big impact? Because it's different. Most of the other marketing approaches have emerged as branches of each other. Therefore, most of the foundations on which they were attached remained the same. Agile marketing, on the other hand, has been developed without developing to traditions.

The most important point where agile marketing differs from others is that it adopts a customer-based approach. This is not a classic understanding of customer satisfaction. It may even be possible to say that the understanding is created by the customer. In other marketing methods, sometimes the manufacturer, sometimes the seller, and sometimes the product or service itself are centered. But agile marketing tells us that the customer never acted according to expectations. Seeing customer dynamics that show constantly variable actions as a business partner in organizations gives more positive results.

Agile marketing does not focus only on success. In other marketing strategies, possibilities other than success are ignored. It focuses on what the digital data says and plans the future based on it. Agile, on the other hand, goes on the path of trial and error. It creates hypotheses, conducts experiments, and cares about failures. It also learns what doesn't work and minimizes the risk of making mistakes in the future.

" Size " is important in other marketing strategies. Long-term campaigns are organized, big leaps are aimed at the "Big-Bang" model. Agile marketing creates this size by processing small and small. The goodness of the idea created in agile marketing, where short-term campaigns are organized for 2 to 6 weeks, is tested and this idea is improved over time and reaches a great and successful result.

How to Create an Agile Marketing Strategy for E-commerce Websites?

By creating a small team from your existing marketing team, you can make agile marketing ideal for your e-commerce site. A small team and a leader are enough for agile marketing. Agile has many terms specific to it, but for e-commerce, it is sufficient to be familiar with the terms " scrum " and " sprint ".

Scrum is a term used for the general framework of the process in teamwork. The team leader is also called " scrum master ". Sprint is the name given to each agile marketing cycle.

The first step in a strategy to be created for e-commerce is to meet with business partners and determine their needs. At this point, if there is a partnership being carried out, the team of the relevant institution can be met. It can also be productive to identify needs through customer discovery. After the needs are determined, a business plan is created. Things to do are listed in the plan and scored according to their priorities. The team is given 2 to 4 weeks, the sprint starts, and work is done in order of priority.

A team meeting is held every morning. In this meeting, which should be planned not to exceed 15 minutes, the condition of the sprint is evaluated. The things done the previous day, the things to be done the next day, and the problems encountered in this process are discussed.

The sprint time and the results are analyzed when the jobs are completed. The success status of the work done is measured according to the result obtained. During the sprint process, the good and bad situations are discussed. Purged of failures, the sprint starts again in the same cycle.

What are the Benefits of the Agile Marketing Strategy for E-commerce Websites?

Since the agile marketing strategy is focused on change, speed, and customer, it provides serious benefits to e-commerce. Because there is a constant change in e-commerce, speed is one of the most important dynamics and the customer is also involved. In this direction, the benefits of agile marketing to e-commerce can be listed as follows:

Since short-term and solid steps are taken, no negative consequences are encountered in the long term.

The changes in the ROI value are more precise.

Continuous realization of campaigns increases the experience and thus the failure rate decreases.

Productivity also increases thanks to the fast progressing process.
Since organizations are small, costs are reduced.

Since an understanding open to change and innovation is adopted, the dynamism in the sector is adopted more quickly.

Since new campaigns will take effect in a short time, the chance to be the first in the market in some areas is achieved and the competitiveness increases.

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