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Career development What Is an Agile Strategy? (With Benefits and How To Use It)

What Is an Agile Strategy? (With

Benefits and How To Use It)
Indeed Editorial Team
Updated October 1, 2022
Published April 30, 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter
experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

A company's marketing strategy is how they hope to reach new consumers in a market and
turn them into customers that purchase their products and services. With a growing
interest in agile frameworks, companies are adapting its principles to marketing strategies
to improve flexibility and focus more on customer needs. Learning the details about this
type of marketing strategy can help you adapt if your company chooses to explore this
methodology.

In this article, we discuss what agile strategy is and share essential details about it like
what its benefits are and how you can use it when developing a marketing strategy.

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What is an agile strategy?

An agile strategy is a marketing tactic that allows companies to act and adapt quickly as
they perform their duties. Di!erent from traditional marketing strategies that involve
lengthy research and strict plans, an agile strategy is one that allows for flexibility and
shared perspectives. Adapting the philosophies of agile project management, agile
strategy in marketing focuses on experimentation, frequent marketing activities and
responding to consumer needs.

Related: What Is Agile Marketing?

Benefits of having an agile strategy

There are several key benefits to having an agile strategy in marketing:

Speed
Traditional marketing e!orts require in-depth research and planning that can take several
months. With agile marketing, you create a brief strategy and learn by trying out new
techniques with consumers. This allows you to release more advertisements and
promotional materials quickly. An agile framework also allows you to validate your
assumptions quicker, confirming whether your techniques work or if you might shift,
rather than waiting until the end of a project or campaign.

Related: Using the Agile Project Management Methodology

Innovation
Agile strategies also allow companies to innovate with their marketing initiatives. With a
focus on customer feedback, you can quickly innovate solutions that people want. This

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 allows you to use data showing what works and how customers respond, quickly adapting
to the changing needs of the market. Agile environments also foster new ideas among
teams that might not typically have involvement in the marketing process, allowing for
new ideas and perspectives.

Flexibility
Rather than a rigid marketing strategy that companies might create and execute over time,
the agile method allows you to be flexible. This includes adjusting budgets and schedules
based on results. For example, you might create graphics for a new marketing campaign,
scheduling iterations for advertisements and email marketing. If there is lower customer
engagement for the first segment of the campaign, you can discuss with the team and
create new content that can perform better.

Collaboration
One essential principle in the agile framework is to have teams collaborate across
departments. Rather than leadership detailing a marketing plan and employees executing
it, people from several teams can share their opinions and agree on plans for execution.
This provides employees the opportunity to develop their skills and better understand
company strategies and goals. It also allows for teams in several groups to better
understand customer feedback through regular discussions.

Related: 14 Pros and Cons of Agile Methodology (Plus Definition)

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How to use an agile strategy in marketing

Here are some steps you can follow to use an agile strategy in marketing:

1. Communicate goals clearly

Though your goals may change with agile marketing, communicating them clearly helps
each person on the team understand what you hope to achieve. This includes discussing it
with all teams involved and documenting it clearly for people to reference. For example,
you might have a plan to increase engagement by 10% using new social platforms. This
helps guide your execution as you review performance and results frequently and make
adjustments to meet the larger goals. To identify goals, you can consider:

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 Company goals: Company goals are often sales figures or ways that they can achieve
their vision. Identifying these allows teams to create a plan about how they can achieve
them by working backwards.

Problems and opportunities: Evaluating problems and opportunities for how a

company might implement an agile strategy means ensuring you have the right people
and resources to work this way. This also involves evaluating problems and opportunities
in the market you might try to solve.

Impact: Considering the impact you make with your marketing strategy means
understanding how your marketing might change the market or people's lives. This is
important as you can identify ways your products or services benefit customers more
than the competition.

Related: A Guide To Strategic Marketing Plans (With Tips)

2. Adjust the level of details

With traditional marketing strategies, leaders might include the larger goals of initiatives,
along with the specific measures teams might take to achieve them. To be more agile,
having more general guidelines can allow teams to innovate their execution strategies and
be open to new ideas. You still might want details for each step of the process, like what
stages you hope to complete, but allow for teams to try new tools and methods to achieve
goals.

3. Enable autonomy
Autonomy is the ability for people to work independently, making decisions they feel are
best for achieving their goals. This is important in agile marketing, as teams can agree or
disagree to execute their parts in the process. Autonomy enables confidence and unique
perspectives within teams and can create an environment that helps everyone learn by
trying.

Related: What Is an Agile Mindset? Benefits and Tips For Achieving One

4. Evaluate results to adapt to customer needs

Once you start using an agile strategy in marketing, it's important to adjust your practices
based on customer needs. As this framework is common in software development, teams
often get feedback about features and bugs from customers that influence where they
prioritize. This might mean meeting regularly to review feedback and results to understand
where teams should focus their energy. During these meetings, you can also determine
what resources you might need to adapt quicker.

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