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James Parnwell

James Parnwell

How the Agile Framework Applies to Digital Marketing

When it comes to marketing, the Agile framework is vital.

Our goal is to always be making upward changes. As such, we will make certain assumptions about each client. For example, if we’re marketing a flooring company, we may assume that the company’s ideal client is a mum or dad who owns a house and they want their garage floor to be non–slip, so the kids don’t fall over. We’ll target these parents in a specific geographical area and will include content aimed at engaging them. We’ll feature before and after photos of family homes and garages, share funny memes which they’ll relate to and we’ll source articles about creating a family-friendly home. All this content works together to stimulate the ideal client’s interest, leading to greater engagement and enquiries.

Fast forward to two weeks into the campaign. We now have data which tells us whether or not the campaign is working. If the answer is no, we might try a video. Or change the target audience. We might try to target businesses instead or even go back and re-evaluate the ideal client. Fast forward another two weeks and it’s time to test again. How has the second approach turned out? Again, we gather the data, test the theory against the market, make changes and go again.

If we fail to use the Agile framework in the campaigns we are running, we might as well throw our marketing dollars into the wind and hope some of it lands in the right spot. Agility allows us to learn more and more about each client group. All aspects of marketing contribute to this understanding, including Adwords, SEO and social media.

To utilise an Agile approach in your marketing campaign, contact our friendly team today. We’d love to help you reach your clients by speaking their language and moulding the messaging to suit their individual needs.

James Parnwell
James Parnwell

James is the Managing Director and resident strategist at TheOnlineCo. He is clever and creative with a flair for making complex things sound simple. He has been in the marketing game for over 2 decades and has watched the landscape slowly shift. James has his finger on the pulse of every aspect within TheOnlineCo, meeting with all clients as well as every core team member and strategising a specific plan tailored to each client.

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