How Mobile Technology Leads to Agile Marketing
by Adam Luckeroth, on Sep, 2, 2014
Agile marketing is a term that has been widely discussed among marketers, especially throughout the last couple of years with the increase of development in mobile technology. If you haven’t heard the term before, agile marketing (and selling) refers to the ability to quickly adjust to changing environments and demands within your marketing or sales strategy. Essentially, not getting hung up on process and paperwork. But what I haven’t seen discussed much is the effect that mobile tech has on marketing strategy. Does it enable agile marketing and selling? Or does it simply augment the strategy you already have in place without making any real impact?
It has been my experience that mobile technology leads to more agile selling. And even better, it leads to improved communication and collaboration between sales and marketing. You may be wondering exactly how that works, so I compiled a few ways that mobile makes marketing and sales more agile than you may have realized.
First, mobile technology allows you to track performance of certain sales materials so you can optimize them in real time and efficiently distribute them to your salespeople. This means that if you’re watching the analytics of your documents that are currently in use, and you notice that documents with a certain format, content or messaging are performing better than others, you can modify existing documents and optimize your customer’s experience. You can do this almost instantaneously, without tedious email chains or multiple versions to worry about.
But analytics can’t always paint the whole picture. The human element needs to be involved no matter how much data you collect. The second way that mobile makes your marketing more agile is that changes can be made in real time based on requests from salespeople-- no matter their locations. Say you have a sales team in Memphis that sells a ton of Product A, but your sales team in Madison sells more of Product B. The team in Memphis may request more promotional materials on Product A while the team in Madison may request materials on Product B. You can use that information to create optimized marketing and sales materials based on the specific needs of certain teams. And that information can be available for them instantly and without much effort on their end.
The bottom line is that mobile technology allows marketing and sales departments to collaborate continuously and make changes on a moment’s notice. As business people, we are no strangers to insanely short notice and turn around time. That just comes with the territory. So why make it harder than it needs to be to get your team everything they need?
Mobile isn’t the be-all and end-all of agile marketing. The success of an agile marketing strategy depends on more than just technology, like integration within an organization and the support of all parties involved. And integrating mobile into your sales and marketing strategies isn’t always easy. If you’re interested in learning more about creating a mobile ready sales force, check out this blog post Orrin wrote a few weeks back.