The Principles of Agile Marketing
Posted: Tue Apr 22, 2025 5:27 am
The founders of the Agile methodology have identified 12 founding principles (you can find them here ) that inspired the writing of the Agile Marketing Manifesto:
People and their interactions are more important than processes and tools
Responding to change is more important than following the plan
Prefer many small experiments over a few big gambles
Prefer tests and data (or if you like, proof ) over opinions and conversations
Creating “ tribes ” or communities of customers versus seeking completely impersonal mass market communication
Seek engagement and transparency rather than official brand posturing
On the third principle I suggest you read our article on Growth Hacking which explores this aspect in more detail.
In general, the guidelines drawn by these principles make us understand how this methodology has the objective of accelerating the management times of the activities. The reality is that this is not a choice but a necessity . Let's see why...
What do Agile and Marketing have in common?
We said that Agile was born in the software development buy phone number list field, which is also the first sector that had to deal with technological innovation and digital dynamics (which contrast with physical dynamics). We can summarize them as:
Speed : We have access to information faster than ever before. This has allowed the development of a “now culture”
Adaptability: the need for customization can be effectively satisfied in the digital age thanks to the great adaptability of digital products and the reduced costs to be sustained (e.g. modifying the layout of a point of sale is not the same as modifying a website)
Distance: the concept of distance has completely changed. Nowadays, to buy from a brand based anywhere in the world, a few clicks are needed
Economies of scale: computational capacity, access to technology and low costs allow businesses to scale quickly (e.g. 1 content can be consumed by 1 or 10 million users with an insignificant difference in costs incurred)
Accuracy: The digital world is well known for its measurement capabilities. The challenge has shifted to how to use data to answer business qu
People and their interactions are more important than processes and tools
Responding to change is more important than following the plan
Prefer many small experiments over a few big gambles
Prefer tests and data (or if you like, proof ) over opinions and conversations
Creating “ tribes ” or communities of customers versus seeking completely impersonal mass market communication
Seek engagement and transparency rather than official brand posturing
On the third principle I suggest you read our article on Growth Hacking which explores this aspect in more detail.
In general, the guidelines drawn by these principles make us understand how this methodology has the objective of accelerating the management times of the activities. The reality is that this is not a choice but a necessity . Let's see why...
What do Agile and Marketing have in common?
We said that Agile was born in the software development buy phone number list field, which is also the first sector that had to deal with technological innovation and digital dynamics (which contrast with physical dynamics). We can summarize them as:
Speed : We have access to information faster than ever before. This has allowed the development of a “now culture”
Adaptability: the need for customization can be effectively satisfied in the digital age thanks to the great adaptability of digital products and the reduced costs to be sustained (e.g. modifying the layout of a point of sale is not the same as modifying a website)
Distance: the concept of distance has completely changed. Nowadays, to buy from a brand based anywhere in the world, a few clicks are needed
Economies of scale: computational capacity, access to technology and low costs allow businesses to scale quickly (e.g. 1 content can be consumed by 1 or 10 million users with an insignificant difference in costs incurred)
Accuracy: The digital world is well known for its measurement capabilities. The challenge has shifted to how to use data to answer business qu