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Agile Marketing da da Teoria à Prática: estudo exploratório no contexto português
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| 2.26 MB | Adobe PDF |
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Abstract(s)
O Agile Marketing define-se como um processo cujo objetivo é tornar os departamentos de marketing mais flexíveis e rápidos na resposta que oferecem ao cliente. Desde 2016, este conceito tem vindo a ser utilizado com mais frequência em Portugal como forma de tornar a empresa mais ágil e adaptativa na sua resposta a um mercado que é dinâmico e exigente. No contexto português, as metodologias ágeis começam a conquistar espaço e a ser implementadas nos departamentos de marketing, mas poucos estudos existem no que toca ao modo como é percecionada, implementada, e que consequências traz consigo no ambiente de trabalho português.
Através de um estudo de caráter qualitativo e quantitativo, recorrendo a um inquérito e entrevistas a cinco profissionais que utilizam o agile em Portugal, pretendeu-se entender como o agile tem vindo a ser implementado nas empresas em Portugal, especificamente, como as equipas ágeis de marketing fazem a gestão dos seus projetos, qual a framework/ processo ágil que utilizam e que vantagens e desvantagens encontraram com a implementação do processo ágil.
O estudo conclui que as metodologias ágeis, principalmente a popular framework Scrum, têm vindo a ser aplicadas com mais frequência para combater um processo que pode ser demoroso, pouco eficaz e com resultados pouco satisfatórios para o cliente. Algumas desvantagens sentidas pelos participantes, tanto no inquérito como nas entrevistas, são: a demora em implementar um novo método, a dificuldade no acompanhamento de mudança de mentalidade por parte de toda a organização e o potencial choque que pode ocorrer com a cultura empresarial existente. Por outro lado, o cruzamento de resultados quantitativos e qualitativos sugere que as vantagens resultantes da implementação do agile superam largamente as desvantagens, principalmente no que toca à eficácia da comunicação dentro da equipa e um processo de trabalho mais rápido, interativo e evolutivo. Este, por sua vez, conduz a um produto final que acaba por corresponder mais positivamente às necessidades do cliente e que, por consequência, aumenta o seu nível de satisfação. Considerando os resultados obtidos, começam-se a fazer notar no contexto português as vantagens de utilizar uma metodologia ágil nos departamentos de marketing, estando este conceito a atrair mais atenção e tornando necessária uma investigação mais aprofundada sobre o tópico.
Agile Marketing is defined as a process which aims to help marketing departments become faster and more flexible in how they respond to their customer. Since 2016, this concept has been increasingly used in Portugal as a way to make companies more agile and adaptive on how they repond to a dynamic and demanding market. In Portugal, agile methodologies are starting to take over and being implemented in marketing departments, but few studies exist when it comes to understanding how agile methodologies are perceived and implemented. We also know little about their consequences in Portuguese companies. This qualitative and quantitative study, which is based on a survey and interviews to five professionals who use agile in Portugal, sought to understand how agile has come to be implemented in Portugal, particularly how agile marketing teams manage their projects, what agile framework they use, and what advantages and disadvantages they found after implementing an agile process. The study concludes that agile methodologies, especially Scrum as a popular framework, have been applied more frequently in order to fight a process that can be lengthy, ineffective, and results that are less than satisfactory to the customer. Some disadvantages mentioned by the participants, both in the survey and during the interview process, are: the lengthy implementation of a new method, the difficulty felt in shifting the mindset of an entire organization and the potential shock that might occur with the existing corporate culture. On the other hand, considering both quantitative and qualitative results, it is suggested that the advantages that result from implementing an agile methodology largely outweigh the disadvantages, especially when it comes to the efficacy of team communication, and a work process that is faster, more interactive and evolutionary. This process, in turn, will lead to a final product that ends up corresponding more positively to customer needs and consequently improves customer satisfaction. Considering the obtained results, the advantages of using an agile methodology in marketing departments in Portugal are starting to get noticed, attracting more interest and deeming more thorough research on the topic necessary.
Agile Marketing is defined as a process which aims to help marketing departments become faster and more flexible in how they respond to their customer. Since 2016, this concept has been increasingly used in Portugal as a way to make companies more agile and adaptive on how they repond to a dynamic and demanding market. In Portugal, agile methodologies are starting to take over and being implemented in marketing departments, but few studies exist when it comes to understanding how agile methodologies are perceived and implemented. We also know little about their consequences in Portuguese companies. This qualitative and quantitative study, which is based on a survey and interviews to five professionals who use agile in Portugal, sought to understand how agile has come to be implemented in Portugal, particularly how agile marketing teams manage their projects, what agile framework they use, and what advantages and disadvantages they found after implementing an agile process. The study concludes that agile methodologies, especially Scrum as a popular framework, have been applied more frequently in order to fight a process that can be lengthy, ineffective, and results that are less than satisfactory to the customer. Some disadvantages mentioned by the participants, both in the survey and during the interview process, are: the lengthy implementation of a new method, the difficulty felt in shifting the mindset of an entire organization and the potential shock that might occur with the existing corporate culture. On the other hand, considering both quantitative and qualitative results, it is suggested that the advantages that result from implementing an agile methodology largely outweigh the disadvantages, especially when it comes to the efficacy of team communication, and a work process that is faster, more interactive and evolutionary. This process, in turn, will lead to a final product that ends up corresponding more positively to customer needs and consequently improves customer satisfaction. Considering the obtained results, the advantages of using an agile methodology in marketing departments in Portugal are starting to get noticed, attracting more interest and deeming more thorough research on the topic necessary.
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Keywords
Agile Marketing Metodologias ágeis Framework Scrum Marketing Agile Portugal