Agile Marketing Tips and Trends for Small Businesses
The concept is borrowed from the principles of agile software development that values: “individuals and interactions over processes and tools; effective software over comprehensive documentation; customer collaboration over contract negotiations; responding to changes over following plans”. How can small businesses add agility to their marketing and how does that affect their customer interactions and growth?
Drive marketing in a responsive manner
Today’s business environment has unlimited choices and information is available in real-time. Therefore, companies need to respond to various stimuli quickly. That means marketers need to plan their strategies and allow enough room to respond to changing market conditions—including customer moods and the latest trends. Interactions cannot be automated. Rather, they must be personalized to keep buyers happy and to give them a feeling they are central to brands. For example, during the 34-minute blackout during the last Super Bowl, the team at Oreo managed to tweet, “You can still dunk in the dark,” which was retweeted more than 15,000 times within 14 hours.
Beyond creative, the company was able to act in a short time with an innovative response to a totally unplanned situation.
Deliver excellent customer experiences
The primary objective of any marketing campaign is to create experiences that are hard to forget. But you can deliver only if you have a pulse on your audience—a keen understanding of what really impacts them and what excites them. These factors are very fluid and change with trends and events. In addition, marketers need to keep their eyes open to all successful marketing tactics adopted by competitors. Many customers, prospects and partners are impressed if companies are sensitive to their expectations and try to meet them during interactions, whether those are online, in person, on the phone, over mobile devices, or directly through products and services. This includes early awareness-building to demand generation to long-term customer service. In an age where all prospects and customers are connected through digital networks, everything is marketing.