"It may seem strange to say that there are pitfalls in agile marketing, as agility is an imperative for many organizations, especially the largest.
The trap in agile marketing is essentially an internal communications trap. Many of these approaches were introduced internally, indicating that an agile approach, guided by Design Thinking, would make it possible to design offers in a few weeks or even a few days that would take several months to create. Besides the fact that Design Thinking was made to promise to be super fast – which in reality it never really said – we implanted in the minds of marketers that the main thing was to go quickly, sometimes even to the detriment of launch results. Obviously, you have to move quickly but this speed is more the consequence of good practices in an upstream KPI.
So, yes, internal communication on agile marketing has indeed given rise to some difficulties of understanding which materialize in the fact that in the launch chain, marketers are sometimes tempted to save time, to skip the phase of listening and in-depth understanding of their targets to quickly focus on user testing of the solutions (offers or products) that they already have in mind.
It's a bit as if on a staircase you want to immediately reach the last steps where you are already talking to a "user" who on the market would buy and use your product, ignoring the first steps of this staircase where you are first dealing with a "non-user", a prospect that you first need to understand in order to "convert" him into a user with a relevant value proposition, so that he considers your offer and wants to test it.
Our approach starts from the principle of dealing with this somewhat tricky internal communication on agile marketing, without even challenging the innovation process as it will have been adopted, because you must preserve the spirit of continuity among your teams.
Our approach therefore aims to: