Eric Ries

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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Stop Writing Marketing Plans

Marketing Plan
Marketing Plan (Photo credit: EmaStudios)

If you ever took an Introduction to Marketing course, you were probably asked to write a marketing plan. The promise of the maketing plan is seductive: if you tick off all of the compulsories – executive summary, situation analysis, SWOT analysis of your competition, objectives and goals, the Four P’s, implementation strategy and measurement – you will generate a guide to marketing success for the next six to twelve months. The problem is, marketing plans don’t work! I’m not sure they ever did, but they sure as hell don’t work now in this rapid-pace, always-on Internet and mobile environment.

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