Agility Is the Need of The Hour in Digital Marketing

by Tonya Callison Author

With technology constantly evolving and consumer preferences changing every day, it may become hard for digital marketing experts to keep up with the results in real time. It may sound difficult, but it is not impossible. This is where agile digital marketing comes into the picture. What makes agile digital marketing different from traditional marketing is that it is fluid and runs in real time. Things have become so quick and dynamic that you are always seeing a shift in trends. If you want to see better digital marketing results, you have got to be agile. Here is how you can cultivate the right perspective in your organization:

Build a team of people who love data

Data is powerful. If you want to see better digital marketing results, you need to harness the power of data. Big companies are not putting in billions of dollars into data and analytics infrastructure without a reason. Top digital marketing agencies realize that analyzing data and using the inferences drawn from it are the very core of agile digital marketing. Therefore, set up a cross-functional team of professionals from technology, business, and marketing to analyze new data, take the call on which insights to act upon, and align resources to fulfill those goals.

Test your marketing insights from the data you gained

Traditional waterfall marketing methods have become outdated. That is because it is a heavily sequential process and takes months to complete. By the time, you end up with the results, everything is changed. If you want your digital marketing techniques to work, you need to be agile with marketing insight. Once your insight is valid, you can scale up the experimental strategies accordingly. A digital marketing agency would suggest you run small tests every couple of weeks based on the insights gained from the data instead of running large scale experiments that may have greater risks.

Keep what works, discard the rest

Obviously, there is no point in wasting your time and resources on the methods that have not been fruitful. If you want to be an agile marketer, keep track of all your experiments and evaluate the results. Once you have the analysis, you will be able to decide better about your initiatives and goals. Do not forget, each test, regardless of whether it is a success or a failure, contributes something to the data pool. This can be very helpful in deciding the next set of priorities and opportunities for your business.

Scaling up

Once you see your efforts working, your next move should be to scale up. However, it can be too risky to scale up entire organization at once. Instead of doing that, start with a small cross-functional team to turn a minor percentage of your marketing efforts into agile digital marketing. Once your team becomes adept and you start to see the results, you can move to larger experiments. Your entire marketing endeavor will benefit from implementing new strategies in the run time if it is done right.

Cultivating agility over habit is the way to go for digital marketers if you want to leap ahead of your competition. Let your techniques evolve with the changing market and ride the wave.