Digital Kungfu

Lightning Fast Marketing

In an over-crowded market, cut through the clutter to drive real results

Working with technology businesses has taught us that speed is essential. Fast to market, an iterative approach to perfecting solutions and services, and the ability to adjust as markets change are all critical components of success.

The problem is that while tech companies move fast, their marketing messages can’t always keep up. 

Here’s the disconnect: Traditional marketing campaigns take weeks – often months – to plan and develop. The roll-out or execution is slow, and the focus is on ‘going big’. Then it takes another few months to evaluate the campaign, determining what worked or didn’t work.

We’ve found that too many companies don’t take the time to step back and really determine the objectives of a marketing campaign. Vanity wants big billboards and to see your branding everywhere. But at the end of the day, if you aren’t generating hot leads, what is the value of a campaign?

How can tech companies that are focused on increasing their market share cut through the clutter and drive real, actionable results? At Digital Kungfu, we’ve found the answer lies in looking to the tech world, and not traditional marketing, for a new solution.

The case for Agile

The idea to develop an Agile Marketing methodology started to take shape while we were in New York, working with one of our international clients, a financial AI firm, ForwardLane. 

We were shooting a Netflix-style series as part of their marketing campaign, and we quickly realised just how important speed-to-market is for technology-driven businesses with innovative products – not just in terms of their products, but their messaging as well.

The challenge is that while tech companies operate according to Agile processes, their suppliers often do not.

What happens when you’re working according to quick, agile timelines, but your key partners aren’t? More importantly, from a marketing perspective, what happens if your product is in the market, but your marketing message isn’t because it can’t keep pace with the rest of the business?

Maximising ROI

We realised that as an agile business ourselves, this was a problem we could solve. We just needed to figure out how to apply everything we knew about the Agile Methodology to marketing.

Agile software development values rapid iterations over following a big, unchangeable plan. Its core ideals are testing and data over opinions and conventions. 

When applied to marketing, this approach enables us to test specific narratives and messaging themes in market to understand what works best in terms of specific products, services and messaging, in very specific customer verticals and communication channels.

Once we see what’s working, we amplify the story through branded content and maximise ROI and performance for our clients. The key is that you have to be committed to speed, agility, and running with what is proven to work rather than holding onto messaging because you’re in love with it.

5 ways to develop your own Agile marketing strategy

So, how do you get started with your own Agile marketing process?

There’s a reason Agile software development is divided into sprints. The target is to develop your messaging and get it into market as quickly as possible so that you can start testing customer responses. Give yourself one week to hone your messaging. How do your customers win if they use your solutions? That’s the core of your messaging. Now make the customer the hero of the story, and you’re ready to go.

Create multiple different messaging streams that relate to you ‘hero’. The goal is to see what resonates with customers, not to get everything 100% perfect. You’ll iterate as you’re in the market.

Determine the platforms that your customers are engaging with. Is it LinkedIn, Facebook, Twitter or even industry-specific forums? You may find you need different strategies for different customer segment groups. Create content specifically for each of these platforms.

Get started. Seed your first round of content into the market. Make sure you have a strong call to action to encourage customers to take some form of action – this is essential. You need data, and that will only be achieved if customers are required to engage or respond to your messaging in some way.

As the data comes in, start honing your messaging, and focusing on what achieves better results. Remember, the key is to be agile and iterative. Small, consistent changes are necessary until you understand exactly what your audience is responding to because it resonates with their needs and challenges.

In the news

Digital Kungfu - Expands into the UK

After generating sales qualified leads in excess of £12 million in under 12 months for its clients in Africa, Digital Kungfu is launching in the UK.

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5 ways to develop your own Agile marketing strategy

So, how do you get started with your own Agile marketing process?

There’s a reason Agile software development is divided into sprints. The target is to develop your messaging and get it into market as quickly as possible so that you can start testing customer responses. Give yourself one week to hone your messaging. How do your customers win if they use your solutions? That’s the core of your messaging. Now make the customer the hero of the story, and you’re ready to go.

Create multiple different messaging streams that relate to you ‘hero’. The goal is to see what resonates with customers, not to get everything 100% perfect. You’ll iterate as you’re in the market.

Determine the platforms that your customers are engaging with. Is it LinkedIn, Facebook, Twitter or even industry-specific forums? You may find you need different strategies for different customer segment groups. Create content specifically for each of these platforms.

Get started. Seed your first round of content into the market. Make sure you have a strong call to action to encourage customers to take some form of action – this is essential. You need data, and that will only be achieved if customers are required to engage or respond to your messaging in some way.

Digital Kungfu - -In an over-crowded market, cut through the clutter to drive real results

As the data comes in, start honing your messaging, and focusing on what achieves better results. Remember, the key is to be agile and iterative. Small, consistent changes are necessary until you understand exactly what your audience is responding to because it resonates with their needs and challenges.

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