Some of my favorite movies of all time feature Adam Sandler and his funny, yet sometimes extreme humor. While constantly trying to associate my life with movies, I’ve noticed that some of his best quotes can be translated in to agile marketing techniques. What is agile marketing? Agile marketing is a strategy that focuses on the rapid response marketers can deliver to consumers based on their needs and continually changing trends.
“Ta-Ta-Ta-Ta Today Junior!” – Billy Maddison
Do it now! The key component to agility in marketing is speed. These campaigns provide the flexibility that marketers need to respond quickly to changing markets and competitive conditions, in other words, don’t wait for your competitor to make a move, or just try a new strategy when you get around to it, strike while the iron is hot. Vinton Cerf, considered one of “the fathers of the internet” said, “They say a year in the internet business is like a dog year… equivalent to seven years in a regular person’s life. In other words, it’s evolving fast and faster.” We as marketers shouldn’t wait around on the next big thing; we should be the next big thing.
“No, sir, I have no experience but I’m a big fan of money. I like it, I use it, I have a little. I keep it in a jar on top of my refrigerator. I’d like to put more in that jar. That’s where you come in.” – The Wedding Singer
Consumers are the ones “putting money in your jar”, so make them top priority. Engage with your customers, find out what they like or don’t like and prioritize that list with what you’re able to offer them. Digital technology is constantly evolving and we’re now leagues ahead of our marketing forefathers in ability to track and measure responses. With this information, we have the ability to get down to the nitty gritty of results, and capitalize on the positive and be able to pinpoint the negative and optimize for better results.
Agile marketing is never over. In order to see the best results, it should be ongoing and consistent. Continue to test and track results, make changes and go after your consumers again. The playing field is constantly changing so we need to constantly change with it. Responding to change can be one of the most powerful weapons in a marketer’s arsenal and one of the toughest to master, but with an agile marketing campaign the results are returned faster, keeping your response time down.
“So that’s what opening up a can of whoop-ass feels like.” –The Waterboy
Marketing campaigns are almost never perfect the first time; so don’t be afraid to fail. Use that experience to learn more about the consumer and why they responded the way they did. The best part about agile marketing is the result, with a consumer based response in a consumer driven industry, the return is much greater.