Marketing is becoming more and more complex since online is getting more and more important. It is moving from Conventional to Unconventional marketing.
From complicated to complex
Before marketing could be treated as a set of steps within the strategy. Marketing based on the marketingplan. The plan that needed to be executed. Now marketeers are forced to use a more trial and error method. Adapt the leanings and verify the strategy in time.
Marketing was complicated but now it is really getting complex because of (source: chiefmartec.com):
- Multiplication of content
- Multiplication of devices
- Multiplication of technologies
- Multiplication of data
- Multiplication of idea’s
The difference between complicated and complex is (source: chiefmartec.com):
- Complicated — where cause-and-effect are related, but that relationship has many more steps and moving parts. These situations tend to require experts and more in-depth analysis to know what to do.
- Complex — where there are causes and effects, but they’re entangled in ways that can’t be predictably separated, even by experts. Here you’re looking for empirical patterns while engaging in trial-and-error sense-making.
As the cause-and-effect in marketing seems not be predictable any more, engaging in trial-and-error sense-making. The best solution seems to move into an Agile process.
Agile software development
Agile is a term that finds its roots in software development. Distinctive for Agile Software Development is the speed and flexibility in which software is created. The preferred approach is to quickly release new versions of the application instead of one unique delivery of a finished product. Applying the agile method allows changes in software requirements during development to be incorporated. Developers work closely together with stakeholders in the business, small close teams organize themselves and the process adapts itself all the time based on changing conditions (source: invicta.nl).
Agile software development can be almost directly projected on the complexity of marketing. Small multi-disciplined teams communicate frequently in order to execute more and smaller campaigns at high speed which enables to adjust to learn faster and adjust the micro strategy (source: invicta.nl).
The learning cycles are as short as possible. It is a move from conventional to unconventional marketing.
Agile marketing is great for (source: chiefmartec.com):
- content marketing
- social media marketing
- Mobile app development
- Marketing automation
- (mobile) Landing page optimization
It looks simple but the implementation of Agile Marketing does require a different way of thinking and organisations will need to adjust their processes to facilitate this. Weekly meetings are replaced by short daily scrums in which team members inform each other on the progress of their work and decide how to align the project to changing conditions when they occur. In addition to the trust the organisation has to put in the team, the environment for this has to be designed to make this possible (source: invicta.nl).
Simplicity is paramount. If process are too complex, agile marketing will fail. The ability to shift gears quickly is very important. There should be more room to make mistakes and it should not be an issue when mistakes happen. As long as the same mistake is not made twice. It is crucial to learn from each campaign and therefore is it is top priority that the provision of data is second to none. Don’t even start Agile Marketing without workflow tools to automate campaigns and reporting systems (source: invicta.nl).
Agile Marketing requires a different way of thinking and implementing Agile Marketing often leads to a cultural change within the organisation. But once the processes have been designed and implemented properly marketing efforts suddenly become easier to measure and more effective (source: invicta.nl).