Agile marketing is growing in popularity among teams of all sizes. By now, you probably know the basics of what it means and why it's used — but how does it actually work?

Here are three frequently asked questions about agile marketing that are especially relevant to brand marketers looking to incorporate an agile mentality to their processes.

How do you figure out when to be agile and when to stick with a fixed goal?

Contrary to what some may think, agile marketing requires you to have a strong vision of what you want to accomplish, who your customer is, and what problem you want to address. 

Only with a thorough understanding of your objectives will you be able to take advantage of opportunities that arise unexpectedly, and act with confidence that it's the right action for your business. An agile mentality means that you're on the look out for ways to grow beyond what you originally planned as the path to get to your goal. So the takeaway here is to be agile with details and processes, but to stay focused on your ultimate objective. 

How do KPIs and metrics come into play with agile marketing?

Measuring results is a crucial part of agile marketing. By relying on factual and objective data, you can track progress and figure out what's working and what's not.

But what kind of data should you look at, and how do you know when data is meaningful or not? It's true that the same set of numbers can be manipulated to tell vastly different stories based on what's emphasized or downplayed. 

Still, data is a valuable source of information about customer behavior when used with integrity. Metrics reveal what the customer cares about, what she doesn't, and what she wants to purchase.  By analyzing data to find the underlying story, marketers can glean insights that empower you with the necessary information to react quickly to business decisions.

Agile marketing sounds interesting, but are there any downsides to the approach?

Agile marketing focuses on getting things done and testing concepts, so some say that there is too much focus on execution. Therefore, it's important to keep big picture objectives in mind. Also, you want to measure success on results rather than completed activity. Ideally, each activity should be directly related to results, but when teams are moving quickly, sometimes it's easy to get caught up in the execution.

It's also important to apply agile marketing to the right situations. Agile is a great approach when you want to get up and running quickly. Again, the problems arise when you're moving quickly but not quite sure where you're going. So per the points above, make sure to have strong objectives and track progress in order to get the most out of agile methodology.