One of the issues that keep entrepreneurs awake at night is how to be faster and more effective at growing their businesses. When it comes to business development, marketing can definitively support such growth.
Speaking with clients and attending conferences, I have come across a common challenge: how can a business implement a faster and more impactful marketing? A way to tackle this is through ‘agile marketing’.

So what is agile marketing?

Agile marketing is about being nimble, flexible and quick at adapting to market changes. It is an approach where tactics are broken into smaller actions that are continuously reviewed.

The main objective of this approach is to get closer to your customers and deliver a great brand experience.

Some of the key principles of agile marketing are:
• to respond quickly to change
• to make small adjustments that can have a big impact
• to repeat what works
• to test your data
• to leverage new channels
• to collaborate internally with all business functions.

Why is agile marketing relevant?

With so much change driven by technology, marketers have to act and adjust their strategy at a very short notice and on multiple channels.

Although planning is still important, what it’s crucial is the ability to modify plans in a proactive way and test actions multiple times so that you can focus on what works.

The benefits of agile marketing are numerous: a closer relationship with customers, more transparency and collaboration across departments, the creation of cost-effective campaigns with higher ROI and ultimately an increase in revenues.

How can you adopt an agile marketing approach?

To implement this transition in your organisation you will have to train your mindset to:
• have humility, persistence and technical skills as pre-requisites;
• learn on the go and repeat what works;
• dismantle internal silos;
• be decision-driven and use data to support your decisions - but question your data as there are often other factors at play;
• make your customers the priority of your marketing, always.

Companies today require a marketing approach that can quickly respond to market changes and win customers’ trust in a cost-effective way. So if you want to enhance your brand and grow faster, remember to be nimble and always test and learn. Good luck.


By Roberto Napolitano, founding director at Intelligo Consulting

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