Deutsch_Scott_25aThe greatest change that has occurred in marketing over the past two years is the need for “real” agile digital marketing. While everyone talks agile, too many marketing activities still follow traditional waterfall (serial) approaches. This approach for certain marketing efforts just takes too long to determine execution effectiveness quickly. Welcome to a world where readers have 10 second attention spans and 140 character communications are standard.

The need for speed and feedback was addressed by many technology development teams over the last ten years by adopting an “agile methodology”. This was in response to bloated and delayed projects. If your business is using an agile development methodology, they probably have “SCRUMs and Sprints” as well.  Here’s a link to learn more about the agile SCRUM methodology http://scrumreferencecard.com/scrum-reference-card/. To align marketing with the business, many of us are adopting this approach. One of the most effective areas that I am personally seeing great success leveraging this agile methodology approach is in the areas of public relations and marketing communications.Agile Image for Scott Blog April 2016Our efforts now are focused on obtaining feedback early and often. Being in market quickly and getting results really makes a difference. Perfection in marketing is not realistic or acceptable, as it often takes too long for that last 5%. And the lost time in market becomes our greatest obstacle to success. I found the graphic below (I cannot recall the source- or I’d give them the credit…let me know if you locate it) which helps begin to crystalize the changing communications behavior needed to complete and win in today’s fast changing online world.

Agile Change of News Cycle- Scott Blog April 2016

I found this graphic to be a wonderful example of how agile digital marketing really makes a quantitative difference. This is the approach we are working to standardize across Marketing Communications at Honeywell S&PS. The exciting aspect about this for me is that it really challenges the team to execute rapidly and forces decisions fast.  I’d rather fail fast than spend weeks and months reviewing elements that at the end of the day, really will provide limited impact on our results.  It’s amazing how projects get side tracked for really no good reason. This approach is helping our marketing team learn and learn fast.

By the way, our product management and development teams now smile at my marketing communications team when we talk scrum and sprints. Who ever thought Marcom could learn best practices from a development team?