Agile Marketing


Agility commonly describes the characteristic of an athlete who performs a series of movements with quickness, effectiveness, and ease. When marketers apply the same principles to their marketing strategies, they become agile. Agile marketing is a process management methodology derived from software development best practices. This methodology allows for a more fluid and adaptable process which is more capable of dealing with changes internally as well as in the marketplace.

In an agile marketing strategy, marketers follow a basic action cycle: create, measure, optimize. Advertising campaigns do not simply run their courses, and pieces of content do not sit idly on a company’s blog in this movement-inspired strategy. Companies instead strive for adaptability to current market trends and to enhance customer satisfaction in every brand encounter. Micro-moments, A/B testing, and analytics play crucial roles in building agile marketing strategies.

An agile marketing strategy does not include specific marketing tactics or campaign setups. Instead, it embodies a philosophy or approach to marketing many organizations use today. Marketing departments that employ agile marketing support:

  • Agile marketers empower each other, embrace transparent communication, and take advantage of collaboration.
  • Agile marketing is a process methodology comprised of scrums and sprints that favor simple workflows, adaptable campaigns, and varied tactics.Scrum is a subset of agile which is a framework for managing complex marketing projects usually broken down into three categories, roles, artifacts, and timelines. A list of tasks is created, assigned and prioritized with various timelines (Sprints). A scrum master or marketing executive manages the project, reviews the finish campaign or goal and performs a retrospective on the process itself.
  • Technology solutions including collaboration tools, content management platforms, marketing automation, and analytics programs enable these marketers to focus on creative and data-driven projects instead of administrative activities.
  • Agile marketing departments value creativity, education, and innovation. Breaking the mold and creating marketing disruptions that drive marketing success.


Obstacles to creating agile marketing environments include departmental siloes, tradition, and unsatisfied/unmotivated employees. In the future, agile marketing may not look like a specific strategy as much as a foundational principle or process of marketing.

Agile marketing enables professionals to embrace incremental feedback and changes rather than react to successes or failures of a large and involved project. Departments can take small failures in stride while avoiding the same mistakes in the future. Just as HR professionals are moving away from annual reviews in favor of constant feedback, agile marketing creates an environment of continual growth that ultimately yields more effective campaigns.

IMA has compiled a list of collaboration tools on Martec Showcase that might help you with your agile marketing efforts and you can always visit our IMA thought leader section for more personalized support.

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