In theory, email teams are the original agile marketers, responding to change instead of following a set plan. But are their larger marketing teams able to do that?
Some are, judging by The Impact Of Agile Marketing, a study by Ascend2.
Of those polled, 43% have adopted Agile marketing, while 12% have fully adopted it. Another 21% are currently implementing it, and 17% are planning to, while 19% have no such plans.
Of those who have adopted Agile marketing, 29% rate themselves as very successful at it, and 67% as somewhat so. Only 4% say they are unsuccessful.
The main obstacles to going Agile are:
But the benefits seem well worth it:
Agile is not a new idea: At least 20 years ago, software developers were saying that Agile ensured they would no longer work on a project for a year and then be told it was cancelled.
In marketing, 90% feel Agile’s importance is growing, and 22% feel it is increasing significantly.
Why switch to Agile Marketing? Marketers say the top reasons are to:
And what are the key components of an Agile marketing strategy?
Finally, how do agile marketers feel about achieving their goals in the next 12 months? They are:
Ascend surveyed 321 marketing professional from April 14-24. Of these, 25% were n B2B companies, 45% in B2C and 30% in B2B and B2C equally. In addition, 11% were in firms with more than 500 employees, 20% in those with 50 to 500 and 69% in organizations with fewer than 50.