Agile Marketing: How does it work without cookies?
Posted: Wed Dec 04, 2024 10:21 am
Especially in relation to the digital transformation of processes, the keyword "agile" is mentioned again and again. The continuous collection of feedback and the flexibility to adapt to changes helps to be successful. Online marketing measures are increasingly recognized as insufficient when it comes to agility and flexibility, especially when it comes to offers that require longer decision-making processes.
Agile MarketingWhat does Agile Marketing mean?
Agile marketing is a relatively new marketing approach that is enjoying increasing popularity. A key feature is the use of agile methods such as self-organizing, cross-functional teams as well as frequent iterations and releases. Agile marketing differs from traditional marketing in several ways:
Focus on frequent releases: faster implementation of marketing measures – no large campaigns, but more frequent, permanent, adaptive actions
Targeted experimentation and faster implementation of marketing measures – no large campaigns, but more frequent, permanent, adaptive actions,
Strong focus on data : Ongoing commitment to target audience satisfaction
If you transfer the objectives and insights from agile working to marketing, there are numerous advantages:
Customer benefits and business results take priority over activities and outputs
Fast value creation takes precedence over perfection
Findings from experiments and data take precedence over opinions and conventions
Cross-functional collaboration takes precedence over silos and hierarchies
Responding to change takes precedence over following a fixed plan
Agile marketing makes it possible to make continuous improvements using feedback from customers and target groups. Decisions are made based on data. This increases the speed and productivity of marketing. There is also greater flexibility when using agile marketing methods. All of this leads to increased competitiveness of the companies concerned.
Agile Marketing in Data Protection Data collection has become more difficult due to data protection requirements
Agile marketing teams take a data-driven approach to their campaigns. While all modern marketing teams rely on data to some extent, it plays an especially important role for teams that use Agile. Agile marketing teams are constantly developing new experiments to improve the team's performance. They need data to measure and adjust their efforts.
To successfully implement agile marketing, reliable data Australia Phone Number Resource sources are required. However, collecting user data has become increasingly difficult in recent years - for example due to restrictions on the storage of cookies.
Read the article: Eliminating cookies: Is “It’ll be fine” the right strategy?
However, there are several alternative data sources available to companies.
CRM Customer relationship management (CRM)
Most companies use a customer relationship management (CRM) system to maintain their customer relationships . The advantage of such systems is that customer data such as email addresses, addresses and other data are stored and that the data has been provided voluntarily by the customers. CRM systems therefore form an excellent data source for agile marketing.
Using CRM tracking, entities such as an email address, specific activities, tasks or leads can be tracked through a process. For example, it is possible to track the entire customer journey from the first click on a website to the final purchase.
One component of CRM tracking is email tracking. This records which emails were sent, who opened an email and which links in an email were clicked. Rejected emails can also be tracked in this way.
Agile MarketingWhat does Agile Marketing mean?
Agile marketing is a relatively new marketing approach that is enjoying increasing popularity. A key feature is the use of agile methods such as self-organizing, cross-functional teams as well as frequent iterations and releases. Agile marketing differs from traditional marketing in several ways:
Focus on frequent releases: faster implementation of marketing measures – no large campaigns, but more frequent, permanent, adaptive actions
Targeted experimentation and faster implementation of marketing measures – no large campaigns, but more frequent, permanent, adaptive actions,
Strong focus on data : Ongoing commitment to target audience satisfaction
If you transfer the objectives and insights from agile working to marketing, there are numerous advantages:
Customer benefits and business results take priority over activities and outputs
Fast value creation takes precedence over perfection
Findings from experiments and data take precedence over opinions and conventions
Cross-functional collaboration takes precedence over silos and hierarchies
Responding to change takes precedence over following a fixed plan
Agile marketing makes it possible to make continuous improvements using feedback from customers and target groups. Decisions are made based on data. This increases the speed and productivity of marketing. There is also greater flexibility when using agile marketing methods. All of this leads to increased competitiveness of the companies concerned.
Agile Marketing in Data Protection Data collection has become more difficult due to data protection requirements
Agile marketing teams take a data-driven approach to their campaigns. While all modern marketing teams rely on data to some extent, it plays an especially important role for teams that use Agile. Agile marketing teams are constantly developing new experiments to improve the team's performance. They need data to measure and adjust their efforts.
To successfully implement agile marketing, reliable data Australia Phone Number Resource sources are required. However, collecting user data has become increasingly difficult in recent years - for example due to restrictions on the storage of cookies.
Read the article: Eliminating cookies: Is “It’ll be fine” the right strategy?
However, there are several alternative data sources available to companies.
CRM Customer relationship management (CRM)
Most companies use a customer relationship management (CRM) system to maintain their customer relationships . The advantage of such systems is that customer data such as email addresses, addresses and other data are stored and that the data has been provided voluntarily by the customers. CRM systems therefore form an excellent data source for agile marketing.
Using CRM tracking, entities such as an email address, specific activities, tasks or leads can be tracked through a process. For example, it is possible to track the entire customer journey from the first click on a website to the final purchase.
One component of CRM tracking is email tracking. This records which emails were sent, who opened an email and which links in an email were clicked. Rejected emails can also be tracked in this way.