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Agile Marketing

Teyanna Powell-Hughes

Framingham State University

Strategic Marketing

July 26,2021

Agile marketing is a marketing technique in which the marketers collectively identify the

high-value projects, which they implement through their collective efforts (Gera et al., 2019). In

addition, the team may determine the projects, which are not valuable and then fail to repeat to

avoid losses. Agile marketing comprises various aspects such as individuals' interactions over large

markets, numerous small experiments over a few big projects, testing and data over multiple

conventions and opinions, and response to change following a particular plan.

There are various benefits related to agile marketing. One of the benefits is being

productive and quick. The agile marketing approach helps the team focus on short-term and

streamlining iteration processes (Yusoff et al., 2019). This applies that it does away with traditional

marketing strategies and focuses on viable concepts, putting them in the market to test their

success. In addition, agile teams are faster to respond to customers, which increases overall

productivity. The other benefit, the agile marketing team is more flexible. About one of the

scholars, agile marketing has two essentials, which are flexibility and adaptability. The speed of an

elegant campaign involves insights-driven strategies, allowing the marketing team to be

meaningful. Besides, agile marketing is measurable, helping the marketing team stay competitive.

On the other hand, there are various challenges related to agile marketing. One of the challenges,

agile marketing directly sidetracks the team due to a lack of processes. The independence and

inherent freedom could be misleading. The other challenge, long-term projects could be affected or

suffer incremental delivery. Agile methods help provide quicker wins but affect the long-term

development of projects. The different challenge is difficulties in maintaining collaboration.

Regardless of the related challenges, agile marketing can help a company to address any changes

in the market. For instance, during the pandemic, McDonald's was all over the news, among the

companies, which had performed poorly in in-terms of profits (Madeira Palrão, & Mendes, 2021).

During that time, McDonald's' sales had reduced, based on the fact that most of the customers were

in quarantines. I believe that the implementation of agile marketing could have helped increase

profits during a pandemic. For instance, it could have introduced a delivery system similar to that

of Amazon. This could have allowed the company to continue delivering its food to its customers.

References

Gera, G., et al., (2019). Role of Agile marketing in the present era. International Journal

of Technical Research & Science, 4(5), 40-44.

Madeira, A., Palrão, T., & Mendes, A. S. (2021). The Impact of Pandemic Crisis on the

Restaurant Business. Sustainability, 13(1), 40.

Yusoff, Y., Alias, Z., Abdullah, M., & Mansor, Z. (2019). Agile Marketing Conceptual

Framework for Private Higher Education Institutions. International Journal of Academic

Research in Business and Social Sciences, 9(1).