Agile marketing is an iterative approach to marketing strategies that models methodologies used in agile software development. With agile marketing, teams identify and focus their collective efforts on high value projects, complete those projects cooperatively, measure their impact, and then continuously and incrementally improve results over time. The goal of agile is to make marketing departments more efficient and responsive to necessary changes in the marketplace.
Agile marketers follow Scrum development methods. There are short cycles of experimentation, then periods of testing and feedback. The feedback is then incorporated in the next experimentation cycles, followed by more testing and feedback.
Ultimately, agile marketing is about enabling marketing teams to work more cohesively with sales, customer service and other departments within the business and to get more immediate feedback on the results.