Published on July 11, 2012
Joel Dixon is a Senior Solutions Consultant with Hannon Hill. He focuses on the higher education community specializing in content strategy, content management, content analytics and agile marketing This blog content is also cross-posted on his company’s blog. Follow Joel on Twitter at @joelddixon.
Although this may seem like a quote out of today’s online marketing blogs, this was actually from an online interview that posted in 2009—yes THREE years ago! Before Twitter had hit its stride, Foursquare was just beginning, and Pinterest wasn’t even a napkin idea yet.
How organizations (that means you too higher ed) address this reality is at the heart of why agile marketing can no longer be ignored.
Those far wiser than me have great resources for a deep dive into Agile Marketing. However, pulling from several of these resources and a few of our own, here are key aspects of an Agile Marketing approach:
Numerous small experiments over a few large bets – Agile marketing requires less large-scale Steve Jobs genius and greater emphasis on small, experimental bets that are faster and more iterative. Do you really want to take a year of analysis to come up with the perfect marketing strategy only to discover you had the right ideas but you’re now a year too late? Or why bet the farm on the chance of a single stroke of genius?
“The best way to have a good idea is to have a lot of ideas.” – Nobel Prize laureate Linus Pauling
Constant measuring and adapting – We like to call this an “inspect and adjust” approach to marketing. In any agile environment, it’s crucial to analyze what worked and what didn’t work so that you can adjust your approach accordingly. If you skip this type of critical analysis and just stay the course, you will not only miss out on one of the main benefits of agile marketing (the ability to continuously optimize your campaigns), but you’ll also run the risk of not being able to recognize when your campaign is ineffective. Agile marketing is all about an iterative method to outstanding results.
Strong focus on fresh, effective content – Agile marketers have their fingers on the pulse of their target audience. Fresh, quality content is essential to today’s successful marketing campaigns and requires a focus on current trends, news and engagement in social media conversations. If content is king then a Content Strategy should be a no-brainer. Giving your content a solid direction is central to the success of your agile marketing efforts. By working with a central strategy, you can ensure that everyone on your team is working toward a common goal and that your outputs are coherent and relevant. There are a variety of key aspects involved in Content Strategy. While this blog can’t cover them in detail, here’s a great starting point.
Agile marketing is about more than just advertising, PR, communications and—well—marketing. It’s about an end-to-end customer experience that is as useful and satisfying as possible. The changing requirements of this experience require an agile marketing approach, which is better suited to rapid responsiveness.
If this concept is still very new to you, I’ll be leading a session at PSEWEB 2012 on Agile Marketing: Content Strategy and Content Analytics. If you’re already pursuing an agile marketing approach, I’d love you to join this conversation and share your thoughts…