Agile marketing has been a hot topic for some time and has proven itself for many companies. The keypoint: Adapting marketing activities quickly and flexibly to external circumstances and occurrences. A marketing strategy is based on various actions. Often it is planned in great detail and is then completed according to this plan – reactions to initial measures are often not taken into account. This is a very inflexible approach that fails to exploit the valuable potential of campaigns and lets great opportunities slip by. The more worthwhile option is agility – organizing marketing activities and related work in an agile manner.

Moving to agile marketing can be challenging for some employees, while others may find it much easier to work agile. It is important here to bring the team together and, within the framework of certain guidelines, to give them the greatest possible scope for agile work in order to lead campaigns to success. It is not only important what is realized, but also HOW. To optimize processes and marketing activities, you have to put old, rigid working methods and conventions aside. It is not very agile having to get permission from different departments for a simple social media post.

Agile Working

In order to operate in agile marketing you need to adopt agile procedures. This includes methods and terms such as:

  • SCRUM: This term originally comes from software development. It describes how teams work together within defined roles, meetings and tools. This framework offers structure and clearly defined work processes for teams and ensures agile work.
  • SPRINT: The team wraps up this “working package” called a sprint. Within a certain time frame (sprint period approx. 1-2 weeks) each team member receives given tasks that have to be completed. This way they implement a partial project from sprint to sprint. A sprint consists of the sprint-planning, dailies, reviews and a retrospective.
  • BACKLOG: There are always some tasks which won’t make it to the sprint – that’s the backlog. They are also called (user-)stories and must be prioritized and rated based on their workload (story points).
  • RETROSPECTIVE: After each sprint, agile teams meet to gain learnings from the sprint. Here they discuss working methods and marketing activities. This way problems, improvements, best practices and specific actions can be assessed quickly.

    We would be happy to bring you closer to other important terms in agile marketing in a personal conversation or workshop.
Agile Marketing - W4


  • agile methods within the framework of clear rules, values and structures
  • spontaneous, quick reactions to developments related to your marketing activities
  • flexible marketing plan
  • quality improvement
  • more transparency, faster feedback for individual actions
  • agile, contemporary mindset of the team
  • test marketing activities on smaller groups
  • find out opinions and trends faster
  • start experiments without major damages


We love and live agile marketing on a daily basis! If you too want to benefit from agile working methods and are eager to set up agile marketing campaigns – contact us! Our experienced marketing and project management team will provide you with a broad range of knowledge.

Would you like your employees to learn and really internalize agile marketing as a team? Book a workshop for agile marketing now. We bring you closer to the Scrum principle and everything else you need for successful, agile marketing.

You want to know more about agile marketing? Read THIS article in our Marketingblatt. Or download the detailed whitepaper on the subject:
Download Whitepaper


What is agile Marketing?
What do you have to consider in agile marketing?
How can I convey agile marketing to my team?


Sarah Wilhelm
Sarah Wilhelm
+41 44 562 49 39
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