By enforcing agile marketing tactics, marketers can save energy, time, and valuable resources.
Agile marketing utilizes data and analytics, allowing marketing teams to plan and respond promptly to customers’ needs and wants. This marketing approach enables teams to experiment and find more effective ways to promote brands and engage with customers. Agile marketing benefits include more cost-effective and faster campaign launches. Marketing experimentation yields better insights and higher revenues.
Putting Customers First
Agile marketing enabled HubSpot to quickly launch a global marketing campaign called Adapt 2020 on short notice. During the COVID pandemic crisis, HubSpot focused on putting customers first, which is the priority of this marketing approach. It anonymizes and aggregates customer data, which helps understand current trends and provides customers with the content they need that promotes autonomy.
When customers feel more self-independent, they become more empowered. They feel the freedom to choose the right products and services they need and want without undue pressure from competing brands. So, it’s not surprising why HubSpot invested in content for their global marketing campaign to generate sales qualified leads from organic content.
Betting On Winning Strategies
Managers usually assign work to their departments and set the target completion date and expected results in bulk. Team members are blind as to their contributions towards attaining project success. This traditional waterfall marketing tactic can significantly affect the team’s concentration, morale, and productivity, necessary for agile marketing.
To smoothly transition from traditional to agile marketing, leaders should face the same struggles their marketing teams experience by performing asynchronous work. This firsthand approach will enlighten managers on the best way to take their teams to agile and fully benefit from its gains.
Collaboration for Excellent Outcomes
The concept of agile marketing involves getting everyone on board, stitching collaborative work from individual contributors (employees), the scrum master (manager), and the project owner (client). Such unification enables managers and teams to see all marketing angles from different viewpoints to attain more promising results.
Hence, marketing teams can prevent delays by breaking a project into individual tasks budgeting them in multiple time slots. By setting an individual milestone for each team member, everyone has accountability for the project. Agile marketing implements distributed teams to reduce meeting times, prevent project backlogs, and promotes transparency.
By enforcing agile marketing tactics, marketers can save energy, time, and valuable resources. This innovative marketing strategy can also help boost employee productivity and customer engagement levels.
Agile Marketing Technology Drives Success
The most successful APAC companies that adopt agile marketing deploy technology, such as software as a service or SaaS apps. According to a statistical report, the SaaS revenue in Asia is expected to show a 14.53% annual growth rate in a US$51,561.6m market volume by 2026. The data implies an increasing demand for SaaS for the next five years.
Using a single platform enables marketing teams to scale into multiple integrations to generate accurate data, reports, and other valuable insights, especially for companies needing multi-level approvals. Many APAC enterprises greatly need these capabilities nowadays to drive their revenues.
Cloud computing technology, artificial intelligence (AI), and machine learning (ML) make up a successful agile marketing strategy. These technologies are essential in metric monitoring, gathering relevant data, and developing new tactics to support existing marketing campaigns.
Lessons from Agile Tech-based APAC Businesses
Three tech-based companies in Asia have adopted the agile approach to playing essential roles in their customers’ lives. WeLab addressed the hurdles and complexities average people face in accessing a credit line with their mobile-first and customer-centric approach, democratizing consumer access to financial services.
Asia’s popular ride-hailing service, Grab, has expanded its financial services. The company launched a third-party loan platform, a ‘buy now, pay later’ (BNLP) service, and a micro-investment platform, empowering customers.
Grab Financial Group is now a leading fintech platform in Southeast Asia that raised more than US$300 million (through Series A financing). The new financial services of Grab demonstrate strong consumer adoption and build sustainable, diversified businesses.
Tencent Music Entertainment Group (TME) upgraded its music services by adding social and video features to create exciting, new music experiences for fans. The Kugou Music and QQ Music services provide more video-based content for music fans and share their passion in an online community to promote a socially-engaging experience. These services enable live streaming of artists and influencers, wherein fans can purchase virtual gifts to send their favorite artists and influencers through micropayments, providing added revenues.
According to TME’s quarter three 2021 financial report, the company gained 24.3% year-over-year revenue growth for online music services and US$295 or 30.2% for music subscriptions. The CEO of TME, Zhu Liang “Ross” Liang, said that they expect win-win collaborations to produce innovative product features to expand their user further reach and create more content to fulfill the music needs of their customers.
Agile marketing can be a new concept for many marketers. However, implementing this innovative, targeted, collaborative, and data-driven marketing strategy can help companies accelerate launching their campaigns and attaining their overall business goals.
