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Being Agile in Digital Marketing: Benefits of Digital Flexibility

When it comes to digital marketing, the ability to be agile and fluid enough to turn on a dime is crucial. Below, Project 320’s digital marketing experts explain the importance of agility in digital marketing.

Thinking Agile: The Startup Mentality

Being agile is one of the biggest challenges larger companies face, regardless of the industry. Corporations and large enterprises have systems that dictate how changes are made. While processes can help keep teams organized, they hinder agility in business. In addition, many large companies feel the burden of inefficient processes and protocols that require multiple steps to make simple changes.

This heavily structured model causes businesses to miss out on opportunities because they can’t quickly adapt to changes in the digital marketing world. A mindset shift must take place.

Large corporations must think like a startup. The startup mentality builds itself upon an agile methodology wherein teams execute and test versus attempting perfection the first time around.

Teams aren’t productive when companies don’t prioritize agile thinking, task management, or execution. They will discuss the task at hand, create documents to organize projects, and devise processes to manage those projects. But, they haven’t built in a plan to execute any of it all the while.

Companies often get stuck in the analysis stage and create documents to manage processes. In the end, the result isn’t strategy execution; it’s simply the management of the documents being created. When this happens, nothing gets done. At best, tasks are slow to be accomplished, which is detrimental in a quickly changing digital landscape.

Larger companies must look to startups to understand the importance of agile in digital marketing.

How Agile Marketing Increases Your Output

Now you know the “why” of prioritizing agility in your digital marketing firm. But how does agile thinking get you results and help you reach your goals? Our experts explain below.

1. Improve Collaboration

The landscape of digital marketing is constantly evolving. You don’t have time to waste on miscommunication or misunderstanding among your team. A focus on agile marketing improves collaboration and helps ensure everyone is working toward the same goal. Clear, concise, condensed communication reduces time wasted and keeps all employees on the same page.

2. Promote Transparency

Collaboration and communication are key in a successful, agile marketing team. But an overload of communication results in too many distractions from the task at hand. Effective project management encourages transparency from each department or team by filtering out unnecessary information or requests.

The more transparency you can foster within your organization, the fewer questions your team will have. In addition, higher levels of transparency result in less time wasted on asking questions that could have –– or should have –– already been answered through the project manager.

3. Adjust to Workflows in Real-Time

You’ll rarely complete a project with no changes to your plan or strategy in digital marketing. Therefore, you must remain agile to adjust to workflows as change is needed.

Your team will attend to urgent mini-projects, put out fires, and rethink strategy as goals or circumstances change. With so many wheels turning, it’s possible –– and perhaps even likely –– that you’ll make a mistake.

Relax. It will happen. The important thing is your ability to be agile and adapt.

Your clients want an excellent final product. They don’t care how you arrive there. With agile thinking at the forefront of your digital marketing team strategy, you can navigate your projects and adjust quickly to your new goals, saving time and reducing loss.

Assembling a Powerful Agile Marketing Team

We can’t give you a one-size-fits-all strategy for building a powerful, agile marketing team. However, we do have a list of qualities that you should look for when selecting employees to join your company or team:

  • Team oriented
  • Willing to adapt
  • Independent worker
  • Clear communicator
  • Skilled in their field
  • Understands directions
  • Confident to take risks
  • Humble and willing to learn

As you review teams and consider new hires, ask yourself whether they have the above qualities. Agile employees contribute to agile teams, which are foundational to your success in digital marketing.

Death by Meeting: When an Email Will Suffice

Meetings keep all parties up to speed. They allow for face time among team members. But meetings can also waste time, distract from the task at hand, and bring productivity to a screeching halt.

Every meeting should be intentional, beneficial, and valuable. And if you’re going to hold a meeting, there should be no more than three people in the room. Attendees should be the decision-makers: the ones who say stop or go, yes or no.

And for all other team members who aren’t in the meetings, the important information can be communicated via email. Email communication will save you time and resources, and your team will have a paper trail of pertinent information. Leave the meetings to decision-makers so your marketing team can stay focused on the tasks at hand without disruptions in their workday.


Being agile in today’s digital marketing world is crucial to maintaining relevance, productivity, and quality output. Understanding the principles of agile business practices empowers you to exceed client expectations and innovate from within while competing in this rapidly evolving industry.