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Metrics and KPI's

  If You Can’t Measure It, You Can’t Improve It. This quota from Peter Drucker is true more than ever before in the age of digital marketing. Perhaps more important than measuring it though, it understanding what you should be measuring. With so many metrics from impressions, to click through rates, post engagement to say nothing of the plethora of demographic terms thrown around, it can be easy to get lost in the maze of advertising metrics and data. This is not helped by the sheer number of platforms out there and the fact that many of them don’t export their data in a standardised manner making cross-platform comparisons difficult. The most import thing to remember when trying to measure any advertising campaign is the define the campaign goals and how those will be measured before the campaign is designed and executed. This way you can standardise the Key Performance Indicators (KPI’s) and understand how they interact with one another. Its also important that these KPI’...
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Why you should use Agile Marketing during uncertain times...





Being trendy, viral, and controversial are the three main kinds of valuable content people are consuming in the digital space as we live during uncertain times, but how can a heavily affected industry deliver these to their audience when they have been heavily impacted by social distancing restrictions? 

By embracing agile marketing...

Agile Marketing is a set of practices developed for marketing based on the methodology of Agile Development and this includes: 
  • Responding to changes
  • Doing rapid iterations
  • Testing and collecting data
  • Conducting numerous small experiments
  • Focusing on the consumer perspective
  • Being collaborative and interactive

Don’t go chasing waterfalls

During unprecedented times now is not the time to use traditional practices and say “we are fine the way we are” Traditional methods such as waterfalls are outdated and obsolete as it focuses on milestone delivery and rigid deadlines. Models such as Kanban and scrum allows teams to accommodate change and survive with better ease during challenging times.

 By adopting agile marketing, a business can operate rapidly while still being able to timely optimize different touchpoints of their conversion funnel, especially during uncertain times.

 Embed transparency as a social responsibility.

 
Agile Marketing works best when transparency is practiced. During uncertain times like the pandemic where the majority of marketing teams are working from home and with social interaction becoming minimal to just Zoom meetings, transparency is key.
 
Having a Kanban board gives transparency to teams as it tracks and manages the progress of each individual. What has been done, what needs to be done and what others may be struggling in. Apart from work transparency, it encourages collaboration, team check-ups for morale, and personal development.

Empathy during uncertain times

The collaborative nature of agile marketing allows teams to empathise with each other and the customer by allowing marketers to see things in their perspective. We are all going through the same pandemic, and it is now the time marketeers can leverage agile marketing by creating a backlog of priorities in satisfying customer needs and expectations. 

Understanding consumer behaviour can lead to a business being able to not just sell a brand but a lifestyle that resonates to the individual customer and this can only be achieved with a routine of constant testing and collecting of data which can then be delivered to end consumers for feedback. Practising agile marketing can lead to building more trust with the team but also with the customers. 

Constantly Evolving


Agile Marketing, be it using the Scrum or Kanban process, is used to provide constant feedback based on empirical methods. This allows teams to test and evaluate previous data and collaborate on how to best deliver value in different ways but still in a customer-centric approach.
 
It involves teams working in shorter interactive cycles that encourage them to think outside their usual space and practice viewing things from the perspective of an audience. This can lead to reskilling and upskilling the workforce. It can also lead to a healthy work habit that is driven by innovation.

Through the use of agile marketing, businesses are constantly evolving through the feedback they gather and assess as they use this to evaluate their performance and strategy. By adopting this, businesses can use this to their advantage when and if another uncertainty arises or when we start to live a world post-COVID-19. 


Sources: (O'Connor, 2020) (Youtube: Scrum vs Kanban - What's the Difference?, 2017)

Author: Jerli Padios 

keywords: agile marketing, kanban, scrum, uncertain times,
 

Comments

JED Analytics said…
This was a very interesting read. I look forward to researching agile marketing now myself!
April 3, 2021 at 3:25 AM
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