Marketing 0

Setting Up Agile Marketing
Agile marketing requires a certain kind of mindset that traditional
companies lack. By default, startup companies already have agile
mentalities due to their scarce resources. These companies need to
make things happen quickly before their shoestring budget runs out.
Large companies, however, should adopt agile marketing differently.
Complicated structure and bureaucracy inherent in big organizations
are the worst enemies of agile marketing. The companies need to set
up separate teams to ensure they maintain stable and profitable
operations while ensuring that they are not missing out on the next
big thing. Thus, the agile process is usually reserved only for
innovation projects that focus on new growth engines.

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FIGURE 12.1
 Developing Agile Marketing
There are several key components in an agile marketing organization
(see 
Figure 12.1
). First, businesses need to set up real-time analytics.
The next is to establish decentralized agile teams that feed on the
insights generated by the analytics. Then, the teams make multiple
product or campaign configurations based on a flexible platform.
They run rapid experimentation in a concurrent process from
ideation to prototyping. Upon testing each configuration with real
market acceptance analytics, they will determine which one brings
the most favorable outcome. In conducting the entire agile process,
companies must embrace an open innovation mentality in which
companies leverage both internal and external resources.