When agile marketing is not Agile Marketing
TrinityP3’s Zena Churchill argues that not only is the term ‘agile marketing’ being misused, it is also being misunderstood.
I love a buzzword as much as the next person, which is why I love working in marketing. Some of my favourites include, gamification, amplification, customer-centricity, authenticity, influencer and agile marketing.
Wait, what? Agile marketing isn’t a buzzword, it’s a genuine go to market strategy that has been transported across from the world of software development and is now being successfully utilised across marketing teams from education to garden centres. Isn’t it?
agile
ˈadʒʌɪl/Submit
adjective
1. able to move quickly and easily.
“Ruth was as agile as a monkey”
synonyms: nimble, lithe, spry, supple, limber, sprightly, acrobatic, dexterous, deft, willowy, graceful, light-footed, nimble-footed, light on one’s feet, fleet-footed;
Marketing can indeed be agile (see above), without being Agile.
And while Agile Marketing as a methodology has been used by some organisations successfully, it has also failed in others. It ain’t perfect and with its focus on delivery, it certainly doesn’t foster creativity.