26 Mar Five Ways Agile Strategy Supports Marketing Efficiency
Adaptability is a double-edged sword for many marketers. We thrive on strategic planning, executing, and measuring advertising performance based on set goals from our client or our internal campaign management team. But we also know that the reality of digital marketing is that sometimes the same plans we work so hard to perfect need to not only pivot but change entirely in the blink of an eye.
The rapidly changing digital marketing landscape means that marketers need to be able to test, measure, and react to campaign performance quickly. Add in the fact that your internal campaign management team contains people in multiple roles, all with different responsibilities and priorities, and these types of quick strategy pivots can become unorganized and stressful. All of this can slow down campaign momentum and waste valuable time and money.
So how can top brands make quick decisions about campaign strategy and ensure efficiency and effectiveness in their marketing? The answer lies in setting an agile marketing plan as the foundation of any new advertising campaign. This improved marketing efficiency minimizes wasted ad spend, wasted resources, and drives better campaign performance. Let’s walk through five specific ways an agile marketing strategy supports marketing efficiency.
What is Agile Marketing?
“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.”
Agile digital marketing encourages a departure from traditional marketing processes. Instead of being confined to a set yearly plan, agile marketing focuses marketing strategy on iterative experimentation. Fine-tuning audience targeting, creative messaging, and channel distribution is a nimble but focused art form focused on driving success against campaign goals.
The opposite of a one size fits all approach, agile marketing relies on consistent testing and accurate real-time measurement to gauge results. As a result, marketing team members learn how to effectively balance competing priorities and run high-performing campaigns that drive results in real-time. This constant work-in-progress mindset is essential to results-driven project management and marketing effectiveness.
Agile marketing helps you maximize ROI and optimize campaigns efficiently using real-time insights
You can optimize your marketing budget by focusing on audience targeting. Audience targeting allows team members such as your analytics lead and your media lead to partner and define where your campaign ads should display. More importantly, audience targeting enables you to exclude specific audiences from your campaigns to prevent wasted budget spend on low-value customers.
You can also create personalized ads that focus on sending the right campaign messaging to the right person. Personalized creatives increase the likelihood of conversions of users from your target audience since messaging speaks to their particular interests.
Finally, a robust analytics tool is the foundation for efficiently optimizing marketing campaigns. Tools like Google Analytics and Google Analytics 360 offer custom attribution modeling and provide real-time insights into campaign performance, the cross-channel customer journey to conversion, and in-depth insights into user behavior on your website and app. Your analytics tool also acts as a single source of truth, where your campaign team can reveal underperforming marketing channels and efficiently reallocate your budget.
Agile marketing helps you learn, iterate, and maximize ROAS quickly with multivariate testing
Determine which combinations of variables work best for your campaign goals by relying on your analytics tool paired with other marketing solutions such as Google Ads, Google Search Console, Merchant Center, or your DSP (i.e., Display & Video 360 or The Trade Desk).
One significant benefit of Google Analytics includes integration with Google Marketing Platform properties like Search Ads 360, Display & Video 360, or Campaign Manager, so you’ll be able to sync all of your data between each platform. This integration minimizes the amount of time it usually takes to stitch together disparate data sources and creates a unified picture of campaign objectives and results across all of your channels.
As a result, you’ll be able to pinpoint specific aspects of your campaign that need improvement in real-time, and delegate to the appropriate person or people on your team to quickly shift the campaign plan as needed.
Shifting strategy quickly, and learning new ways to increase ROAS helps your team spot trends and develop stronger hypotheses about the way similar types of campaigns might perform on different media channels. As a result, your internal campaign management team learns how to test successful concepts from one campaign in similar campaigns. This contributes to an agile marketing strategy for future campaigns since your team can rely on past experiences to support quickly made decisions, versus wasting time formulating an entirely new approach to a specific problem in a campaign.
Agile marketing supports transparency into data & visibility into real performance
Your analytics tool also acts as a single source of truth, where your campaign team can reveal underperforming marketing channels and reallocate budget to top-performing channels. But beyond contributing to overall marketing efficiency, transparent data helps support any quick shifts in marketing strategy.
Individual members of your team can also advocate for specific priorities quickly since all aspects of the campaign performance remain centralized and supported by clean, honest data. Agile organizations encourage the team to rely on facts, where they can make decisions quicker with less time wasted in debate. The quicker the team aligns on the current performance of the campaign, the more efficiently they can align on ways to improve it.
Agile marketing promotes cross-functional abilities in your internal teams and breaks down silos
Siloing is one of the top concerns for stakeholders in internal marketing departments. Siloing in your internal campaign management team limits your ability to make informed decisions quickly, especially when your team members feel the need to continually advocate for that which they most value in a marketing campaign. Paired with varying ideologies and approaches to campaign strategy, team members can get stuck in a locked conversation where each team member struggles to manage their priorities in balance with overall campaign goals and business strategies.
Agile team members know how to balance their own priorities with the overall priorities of the campaign, with cross-department interaction and strategy execution. While it’s essential to have the right people in the right role, it’s also vital to develop cross-functional abilities in each team member.
As a result, individual members of marketing teams can make informed decisions, even if they are outside their usual scope of expertise. They can develop enough knowledge in each area (data analytics, copywriting, creative, search engine optimization, etc.) to quickly align when faced with the need to change strategy.
This also contributes to an agile strategy because team members can partner with more members of the team since each role has broadened knowledge of each of the major components of the campaign. Agile marketers waste less time trying to determine the logistics needed to connect with the person on the team who is the most specialized in a concept.
Instead, they can turn to one or two of their other colleagues who still have some knowledge on the concept but might be more logistically available. This allows them to connect and solve issues efficiently, without being slowed down by bureaucracy.
Agile marketing establishes credibility and builds trust with clients and internal staff
An agile marketing team demonstrates the ability to quickly shift to changing priorities, which builds trust and increases credibility with other internal departments and clients in the short term and long term. Clients trust their partners to make data-supported decisions about how they spend their media budget, and they also expect their partners to advise them on when they should shift their focus.
Agile teams can summarize goals, action items, and results quickly when all of their supporting data comes from a single, integrated source. Your client and other departments highly value ROI, ROAS, and conversion rate metrics in your organization. However, reduced time to react and the ability to drive better results, faster, is a vital way to set yourselves apart from the competition.
Agile Marketing is a necessary and vital part of managing digital marketing campaigns. It’s important to remember that one of the most challenging and exciting aspects of being a successful advertiser and marketer is the ability to shift gears and react quickly with competing priorities from the client, your campaign management team, and other departments in your organization.
However, with great challenge comes great rewards- and the greatest of them all is an overall streamlined process that supports marketing efficiency.