These are the advantages of agile marketing

The keyword is adaption. Without a team that can adapt, your competitors will grab your market share. Even in terms of technology, adaptation is the keyword.

Why nothing beats the agile team

No agency or marketing department can beat the small, agile teams. Just as the film industry transformed from large corporations that did ”everything,” the advertising industry moves from large agency networks to smaller agile teams of specialists.

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”Able to move quickly and easily” is how the word agile is described in the Oxford Dictionary of English. This suggests that being agile is more of an approach rather than ways of working – to be continuously motivated by improving processes and products, for the benefit of the client.

Acting independently

In agile product or software development, the team works towards a set goal but adapts along the way since there will always be unpredictable challenges. Also, the team itself defines the actual process of reaching the goal. The team acts mostly independently, and the different talents contribute with their knowledge to achieve the best results.

The rugby approach

The agile approach is based on Scrum, an iterative framework for managing product development. The inventors called this the rugby approach, as the whole process is performed by one cross-functional team across multiple overlapping phases, where the team ”tries to go the distance as a unit, passing the ball back and forth.” In rugby, scrum is when the ball is put into play.  Just as the rugby players keep the ball moving, a mission carried out within Scrum runs in processes with clear handovers between individuals or groups as the work goes from one phase to another.

Read more How to end the market department´s ”business as usual”


Quick feedback loops

This, in turn, means short cycles with continuous adjustments, so-called sprints, to always ensure that the project is on the right track. Depending on the assignment, a sprint can be between 2-4 weeks or in intensive periods as short as a few days or a week. Each sprint is about exploring, designing, developing and testing to get feedback from the client ahead of the next sprint. The benefits of this are the quick feedback loops, which means that the project team quickly can alter the direction based on the feedback.

Internally, each day during a sprint, the team holds a daily scrum (or stand-up) with specific guidelines and where each team member typically answers three questions:

– What did I complete yesterday that contributed to the team meeting our sprint goal?
– What do I plan to complete today to contribute to the team meeting our sprint goal?
– Do I see any impediment that could prevent the team or me from meeting our sprint goal?

The advantages of the agile approach are several:

– Faster feedback from the product owner and the customer ensures that you always move in the right direction instead of wasting time on something that will turn out to be obsolete.
– Lower cost and less risk – any changes are included along the way.
– Higher productivity since the team learns from each other during the operation.
– Increased job satisfaction and feeling of responsibility within the team. Your work becomes apparent while the team as a whole takes responsibility for the solutions that emerge in each sprint.
– Increased collaboration within the team and between the team and the client/customer.

At Customersonly we form teams with the top skills concerning each customer. And since our expertise is extensive, you can always be sure to find the right people.

Read more Report: CX and Martech is the future marketing


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