Agile Campaign Strategy Definition

An agile campaign strategy, sometimes just simply called agile marketing, is a marketing methodology that involves rapid (or “real time”) reactions to potential opportunities. These opportunities are generally tested quickly to generate real-world data which is then evaluated and iterated upon.

A way to think of an agile campaign strategy is to consider the difference between a campaign intended for a large audience which may have taken weeks to develop versus a campaign that might have been developed within an afternoon.

Agile Campaign Strategy Example

Imagine that a large-scale organization wanted to see how their customers would react to a new offer sent to them via email.

To prepare the email, a number of steps needed to be taken, such as writing the message, having it edited, approved by superiors, sent to the graphic design department, approved by their superiors, approved by the legal department, and finally—maybe—being sent out to the actual customers. This process might have taken 4-6 weeks.

The agile approach to this problem might be to rapidly test the offer on smaller audience segments through a number of different channels (email, social media, phone, print, etc.), quickly accumulating data on how the offer is received. This data is then used to improve the offer and overall marketing message and then undergoes further rapid testing, evaluation, and iteration.

Why is an Agile Campaign Strategy Important for Strategic Marketing?

Strategy

The agile methodology is a way to avoid “putting all of your eggs in one basket,” so to speak—it allows marketers to continuously test, improve, and adapt tactics to a changing market.

Customer Experience

Customers on the other side of an agile campaign strategy get to enjoy experiences which are typically improved, refined, and more relevant.