By: DAVID EDELMAN ET AL
An international bank recently decided it wanted to see how customers would respond to a new email offer. They pulled together a mailing list, iterated on copy and design, and checked with legal several times to get the needed approvals.
Eight weeks later, they were ready to go. In a world where people decide whether to abandon a web page after three seconds and Quicken Loans answers online mortgage applicants in less than 10 minutes, eightweeks for an email test pushesa company to the boundaries of irrelevance. For many large incumbents, however, such a glacial pace is the norm.… Agile, in the marketing context, means using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating. The truth is, many marketing organisations think they're working in an agile way because they've adopted some agility principles, such as test and learn or reliance on cross-functional teams.
But when you look below the surface, you soon find they're only partly agile, and so, they only reap partial benefits.
For example, marketing often doesn't have the support of the legal department, IT or finance, so approvals, back-end dependencies or spend allocations are slow. Or their agency and technology partners aren't aligned on the need for speed and can't move quickly enough. So, if you're not agile all the way, then you're not agile.
From "Agile marketing: A step-bystep guide"
DISCLAIMER : Views expressed above are the author's own.
Source: Digital marketing
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