Is Agile Marketing only useful for managing Content?

Agile Marketing

One of the easiest ways to get started with Agile Marketing is to use Scrum to manage the production of Content. Agile was designed to help improve the production of software code; it makes sense that it could be useful to manage the production of Content. I see many organizations taking this approach, using Scrum to manage Content.

The question is: can Agile be used in other areas of marketing? I think the answer is YES. Here are a few other areas where the use of Agile techniques can be applied to marketing:

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The Transformation Agenda

transformation agendaOne of the toughest jobs for any marketer is to repair a damaged brand. Sometimes, it’s not repairing damage, but simply changing the attributes that the market associates with the brand. In early 2008, Howard Schultz of Starbucks was faced with this challenge. Starbucks, while a well recognized brand, had become associated with cookie-cutter coffee houses and mediocre expresso drinks. Their stock had fallen by almost half, and Howard Schultz, the founder, had returned as CEO after several years away from running the day-to-day business.

Schultz re-invigorated the Starbucks brand through what he called the “Transformation Agenda”. This was a concept he borrowed from Michael Dell, and it allowed him to articulate on a single page his vision, his strategy, and the key moves or tactics that he would take to transform the brand. He communicated this Transformation Agenda through a series of 15 memos to Starbucks Partners (their word for employees) in his first four months after returning as CEO.

As Agile Marketers, we can use this concept of the Transformational Agenda to articulate our own vision for where we want to take our brand. We can use it as a roadmap for a series of Sprints to take us on a long journey of transformation.

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Are You a Fox or a Hedgehog?

A fox or a hedgehog?I’ve been reading Nate Silver’s book The Signal and the Noise. Nate Silver, in case you haven’t seen him on one of the 20 or so talk shows he’s been on to publicize his book, is the statistician who correctly predicted the winner of the electoral vote in all fifty states in 2012 (49 out of 50 in 2008). He also correctly predicted 31 of 33 Senate races (he predicted two Senate races for Republicans that were won by the Democrats). There are some interesting lessons in the book for marketers, including the question, are you a fox or a hedgehog?

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3 Book Diet

I was over at Chris Brogan’s site, catching up on my reading, and ran across a post by him called The 3 Book Diet is Upon Us. The idea is to select 3 books as the only books that you’ll read for a year. Limiting yourself to just three books forces you to dive deep into the books, and rather than just skim the content, think deeply about the book and apply its lessons.

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