How agile methodologies can be applied in PR and Digital Marketing

Understand what agile methodologies are and how to adapt them to any type of market

Agile methodologies are, generally speaking, well known. They play a part in the everyday vernacular of technology or scientific development of professionals and companies with startups being largely responsible for “translating” agile methodologies into the business world.

Companies are always looking for ways of producing more, as well as improving their processes. In the product and consumer goods markets, some terms such as Fordism are commonly known for organizing the operational manufacturing process.

Part of the reason for success of the fast-food chain McDonald’s, is due to the way its stock rooms, kitchens (from stove locations to soda machines, fryers, etc.), drive-through, as well as its cashier stations are strategically located. In addition, each employee knows how to move between these environments in such a way that it takes on the appearance of a well-rehearsed ballet.

Over time, other systems were designed by professionals outside the realm of physical products. Medical surgeons and airline pilots, for example, were responsible for creating the checklist methodologies.

The services market, creative and scientific fields, which have some similarities in their processes of preparation, synthesis and execution of work, are today the main representatives and advocates of agile methodologies.

The term “agile methodology” was coined in 2001 by a group of software developers who created the Agile Manifesto. Part of the knowledge applied in creating the manifesto was already part of the practices and routines of professionals in computer science, IT, networks and software development. But still, the majority is an evolution of traditional practices.

The goal of the “Agile Manifesto Alliance” was to define the principles and values of agile methodologies, emphasizing adaptability, collaboration and iterative development. Remind you of anything?

Startups, unicorns, market revolutionaries and trendy business endeavors are perfect examples. As businesses which represent a highly challenging value proposition, with many of them with little money at the beginning, using lean teams, and the need to adapt quickly, startups are the ones that most use agile methodologies. Whether you like it or not, because of the fact they are always trending in the media and attracting attention, they helped to popularize agile practices.

When looking at these companies and their extremely high level of execution and productivity in a short time, it is natural that questions arise, such as “How can they release so many new versions in such a short time?”, “How can they do this with a group of people so small?”, or even “How can they adapt/reinvent so often?”.

Agile methodologies are an iterative approach to project management and software development that put emphasis on flexibility and adaptability. Several methodologies, such as Scrum, Kanban and Lean, aim to improve a team’s ability to respond quickly to changes.

To name a few, Scrum and Kanban are some of the most popular methodologies. You may also have heard of Lean and Disciplined Agile (DA).

We should look at agile methodologies as different recipes or “ways of doing things”. You can make a cornmeal cake in many different ways and still, in the end, you’ll get a cornmeal cake of some description. When choosing one of the methodologies, it is important to consider the objective of using it, the resources and the limitations of the project.

Scrum

If the project’s objective is to produce as many versions of the final product as possible, Scrum may be the right methodology. During the execution of the project with Scrum, the team will do sprints, in which at the end of each day a part of the delivery will be completed. Scrum promotes speed, iteration, as well as a high level of collaboration.

Kanban

Kanban is a visual system that helps with prioritization. Once all the main steps and tasks of the project are defined, organizing them into order of priority and level of completion (to be done, in progress, or completed), the team can better manage what is being done and prepare appropriately for the next steps.

Lean

Lean is an evolution of manufacturing methodologies. It aims to eliminate waste, maximize value and promote continuous improvement. Typically projects with small teams or very limited resources tend to use Lean more frequently.

In addition to choosing the recipe or “way of making”, you also need to define the reason or flavor of the cake. With agile methodologies in mind, the answers may include planning, defining success, success metrics, prioritization, efficient teamwork and backlog creation.

As we have seen, Scrum is designed so that the project is highly adaptable to changing priorities and has the greatest possible number of iterations in the minimum amount of time. However, asking a team to be very adaptable doesn’t take into account the learning curve or onboarding of new members.

Kanban emphasizes workflow optimization by limiting work in progress (WIP). By maintaining WIP limits, teams can identify and resolve bottlenecks, reduce multitasking and ensure work progresses smoothly and efficiently.

Kanban’s emphasis on flexibility and responding to immediate demands can make long-term planning more challenging. Projects that require extensive upfront planning or highly structured timelines may have difficulty aligning with Kanban principles.

Lean focuses on identifying and eliminating various forms of waste, such as overproduction, excess inventory, unnecessary movements, waiting time and defects. This reduction in surplus leads to greater efficiency and cost savings.

Lean focuses on internal process improvements. However, external factors such as market conditions, fluctuations in customer demand, or supplier issues can have an impact on results, making it important to consider external dependencies.

Using the methodologies and adapting them to PR and Digital Marketing market, here are few ways in which agile methodologies can help out:

Greater adaptability

Agile methodologies allow PR and Digital Marketing companies to quickly adapt to changing market dynamics, emerging trends and customer needs.

They can easily adjust their strategies and tactics to stay ahead of competition. With a good mapping of opportunities, it becomes simpler to choose which alternative path to follow, as opposed to following the previously defined priority.

Improved collaboration

Agile methodologies promote multifunctional teams and encourage collaboration between professionals from different areas and specialties, hence unifying the same team of marketing professionals, designers, developers, as well as other interested parties.

This promotes open communication, knowledge sharing and faster decision-making, leading to more cohesive and effective campaigns.

Iterative approach

Agile methodologies emphasize iterative development and continuous improvement. PR and digital marketing firms can launch initial campaigns or launches, collect real-time feedback and iterate their strategies based on the insights and data collected.

This iterative approach helps you refine campaigns, optimize performance and deliver better results.

Faster time to market

Agile methodologies such as Scrum focus on prioritizing and delivering valuable work in short iterations known as sprints.

PR and digital marketing firms can use this approach to deliver campaigns and projects faster, ensuring they remain responsive and competitive in a fast-paced digital landscape.

Greater customer satisfaction

Agile methodologies emphasize frequent and transparent customer collaboration. By involving customers throughout the process, PR and Digital Marketing companies can better understand their needs, receive feedback and provide solutions that align with their expectations. This leads to greater customer satisfaction and lasting relationships.

Data-driven decision making

Agile methodologies encourage the use of data-based analysis and insights. PR and digital marketing companies can leverage data to measure campaign performance, identify areas for improvement and make informed decisions to optimize their strategies and achieve better results.

The application of agile methodologies has emerged as a game changer for technology companies, and it could be the same for Public Relations and Digital Marketing. In a scenario where agility and innovation are fundamental, PR and Digital Marketing companies can take advantage of agile methodologies to remain competitive, deliver exceptional results and drive business growth. By harnessing the power of agility, we can reshape your approaches and revolutionize your industry.