Swayable Insights

How to Implement Agile Marketing for Better Campaigns

Written by Scott Fedonchik | Oct 28, 2024 7:10:34 PM

Agile Marketing is more than a buzzword; it's a powerful approach emphasizing flexibility, rapid iteration, and data-driven decisions. After all, if you can measure something, you can improve it. By regularly tracking and analyzing data, brands can continuously refine their strategies and achieve better results.

Benefits of Agile Marketing

Learning how to implement agile marketing can significantly elevate your marketing efforts. Agile marketing enables teams to test, learn, and optimize their strategies quickly using real-time data and consumer feedback. This agility allows marketing teams to respond swiftly to evolving trends in consumers’ beliefs, needs and preferences.

Additionally, agile marketing promotes more efficient use of resources, boosts campaign performance, and ensures better alignment with customer needs. It helps teams optimize creative elements—such as ad design and messaging—more effectively than traditional methods. This is crucial, as creative elements are a key driver of success, accounting for 47% of sales.

How to Implement Agile Marketing in an Organization: The "Crawl, Walk, Run" Approach

Fortunately, you don't have to be a tech giant or a Fortune 500 to adopt agile marketing practices. Organizations can gradually incorporate these methods, following a "crawl, walk, run" approach. This method allows companies to ease into agile marketing, building confidence and capabilities over time.

Crawl phase

The journey begins with the "crawl" phase, where organizations test finished ads. This initial step is the easiest and requires minimal investment. It's a low-risk way to dip your toes into agile marketing waters. Companies can begin this practice at any time, using it to gauge the effectiveness of their current marketing efforts, pinpoint areas for improvement, and deploy the ads that best deliver on campaign objectives.

Walk phase

As teams become more comfortable with the testing process, they can progress to the "walk" phase. This stage involves testing ideas, assumptions, concepts and prototypes that will eventually become finished ads. While this step requires new capabilities and practices, teams often find they can learn these skills quickly. This phase allows marketers to validate concepts early, saving time and resources by identifying winning ideas before significant investment in production.

Run phase

The final stage is the "run" phase, where organizations implement systematic testing to enable fully agile marketing. At this level, pre-testing isn't a separate activity but an integral part of day-to-day marketing operations. This stage requires greater coordination, investment, and leadership support. Companies in the "run" phase typically conduct testing processes on cycles ranging from weekly to bi-monthly. Anything beyond two months isn't truly agile, as it loses the rapid responsiveness central to the agile approach.

By following this step-by-step approach, organizations can gradually build their agile marketing capabilities, learning and adapting as they go. This method allows teams to become comfortable with agile practices over time, reducing resistance to change, increasing the chances of successful implementation, and adding multiples to creative performance.

Tools Enabling Agile Marketing Implementation

Organizations need the right tools to successfully implement agile marketing. These tools can significantly streamline the process, making it easier to create, test, and refine marketing materials quickly. While there are many options available, a few stand out for their effectiveness and ease of use in an agile marketing context.

Canva

Canva provides a user-friendly interface packed with numerous templates and design elements, making it simple for marketers to create a wide range of visual mock-ups and prototype creative content. Whether it's social media posts, ad creative, or even video content, Canva allows for quick production and easy editing.

Dall-E

DALL-E uses AI to create unique images from text descriptions, making it easy for marketers to generate custom visuals for testing. Unlike Canva, which focuses on pre-designed templates and design elements, DALL-E helps you quickly create and experiment with new image concepts.

Midjourney

Midjourney is another AI image generation tool for generating images from text prompts. It stands out from DALL-E by focusing on creating artistic and conceptual visuals. While DALL-E produces unique images based on specific text descriptions, Midjourney excels at generating highly creative and abstract designs.

Adobe Firefly

Adobe Firefly is an AI-powered creative tool that is great for creating and editing images with AI. It offers unique features like adding text effects and changing colors, and it works well with other Adobe Creative Cloud applications. This makes it easy for marketing teams to test and tweak creative ideas quickly.

Jasper

While visual elements are important, as the saying goes, "copy is king." Jasper is an AI writing assistant that helps marketers quickly generate and test different ad copy variations. Unlike traditional writing tools, Jasper can create multiple versions of headlines, taglines, and ad text in different styles and tones.

Swayable

Lastly, true Agile Marketing requires a “test and learn” approach to creative development. That’s where Swayable comes in. The platform is built to allow marketers to test creative concepts quickly and at scale. Importantly, it provides data-driven insights on which messages and visuals work best. These insights help guide marketing strategies and drive the desired consumer behaviors, making Swayable an invaluable tool for implementing agile marketing.

Challenges and Considerations in Implementing Agile Marketing

While agile marketing offers numerous benefits, its implementation is not without challenges. Organizations often face several hurdles when transitioning to this new approach. Understanding these challenges is vital for developing effective strategies to overcome them. Moreover, considering various factors specific to each organization can help create a smoother implementation process.

Change management

One of the biggest challenges in implementing agile marketing is managing change. Specifically, agile marketing changes roles across creative, marketing, insights, and data teams. It introduces a new working method that systematically looks for winning ideas and empowers teams to find them quickly.

Change is hard, especially when moving from a quarterly campaign cycle to a more agile approach. Organizations often face questions about how different functions should operate within the new system. A key challenge that often emerges is the operationalization of certain forms of research. As research becomes part of day-to-day marketing operations, it raises questions about whether a centralized research group should still own this work or if it should be a shared skill set hardwired across the entire marketing organization.

Metrics and measurement

Another common pitfall when implementing agile marketing is using the wrong metrics to measure success. Many marketers make the mistake of depending on click-through rates, view counts, or engagement data to measure campaigns aimed at changing brand perception or purchase intent. While easy to obtain, these metrics often serve as inadequate substitutes for true campaign success.

Marketers must clearly define what their campaign is trying to achieve. Is it brand lift? Purchase intent? Getting caught up in surface-level numbers like eye tracking or click-throughs can distract from the campaign's actual goals.

It's important to remember that marketing isn't always about immediately lifting sales. There are often tradeoffs between short-term and long-term goals. When telling a story about a brand's trust and values, success isn't measured by counting immediate sales. The goal is often about growing demand - increasing desire to purchase, improving brand liking, and building product affinity.

Considerations for small businesses

While implementing agile marketing might seem overwhelming for smaller businesses with limited resources, starting small is entirely feasible. One practical way for these businesses to begin is by focusing on direct response marketing. This approach aligns with the "crawl" phase of agile marketing—testing finished ads with minimal investment.

As these businesses grow and become more comfortable with testing, they can gradually build brand awareness and move towards more advanced testing methods, transitioning smoothly through the "walk" and "run" phases of agile marketing.

The Role of Creative Agencies in Agile Marketing

Interestingly, creative agencies are leading the charge in implementing agile marketing practices. They're gaining expertise in setting up processes, learning to conduct measurements, and adapting models to fit various client structures.

This trend is especially noticeable among newer, more flexible agencies that aim to compete with larger, established firms. Moreover, the teamwork between brands and agencies in implementing agile marketing creates a positive cycle. Agencies gain expertise across multiple brands and can then share this expertise to benefit all their clients.

Conclusion

In conclusion, implementing agile marketing takes time, commitment, and a willingness to learn and adapt. However, by following the "crawl, walk, run" approach, organizations can gradually build their agile marketing skills. This strategy reduces resistance to change and increases the chances of success.

Learning how to implement agile marketing doesn't have to happen all at once. Start by finding areas where agile principles can be applied, then invest in the right tools and technologies. Above all, foster a mindset of ongoing learning and growth. Ultimately, the goal of implementing agile marketing is steady progress and adaptation.