Exploring Agile Approaches in Marketing Campaigns


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Anyone involved in marketing is probably familiar with the process of traditional project management. This will usually see the marketing team creating monthly, quarterly and even yearly plans that give a number of initiatives that they need to launch across the year. This is an approach that is very straightforward and often used successfully. However, it doesn’t allow for the possibility of the market changing, and it is this lack of predictability that has the potential to derail workflows. For that reason it’s good to learn the difference between traditional and agile project management methodologies so workflows can be adapted to take account of external influences..

Launching more Agile marketing campaigns

Once you have decided that an Agile approach could be the way forward for certain marketing projects, you need to understand the basic steps for implementation.

Know your stuff

In order to take the first step towards the adoption of Agile processes, you simply need to be familiar in how the methodology works. You should make sure you have researched your and that you understand best practices from those who are fully conversant with Agile. It is a good idea for all of the members of your team to undertake basic training in Agile project management to ensure they all have the same understanding. There are plenty of short project management courses online that ensure learning can fit in around day-to-day work commitments.

Talk to your stakeholders

Consult with your team about which Agile frameworks they think should be implemented. Schedule meetings, both group and also one-to-one sessions, to talk over these ideas. Take a look at where there is room for improvement and make notes. Understanding where your team needs to grow will help you to become a more effective Agile team.

Implement tools

You probably already have several tools that will allow you to track the progress of your marketing campaigns. However, if you are managing a campaign using an Agile approach you may need to use different tools. There are plenty out there with a range of different features, so consider exactly what you need before choosing the one that will work best for you.

Stay accountable

Regular meetings are essential and will offer an opportunity to delegate responsibility, discuss issues and evaluate how you are doing. These can be short meetings or longer ones, depending on what works best for your team and the status of current marketing campaigns. Everyone needs to hold themselves accountable because this will help them to function in a cohesive manner.

Refine and adjust

Finally, any workflows that you create at the outset of your marketing project may not be the same ones that you will have even just a few months down the line. You should always be looking for ways to be flexible and refine the workflows that you put in place at the start. That way any wasted resources and time are kept to a minimum. You can achieve this by making sure that all of your team members are fully invested in the project, and this will assist them in creating campaigns that have the highest value possible for the organisation.

Anna Preston
Anna Preston is a business management consultant and small business coach at Problogineer. She advises SMEs at all stages from start-up through to established companies looking to accelerate growth with tailored coaching to develop better processes, target growth and improve customer experience. She has a Bachelor of Science (BSc) in International Business Management from the University of Bristol, UK.


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