Agile methodologies in digital marketing firms

: using scrum to optimize processes

Abstract

The Digital Marketing industry is still a relatively young market, but one that grows significantly each year. This is because brands understand the importance of a big but well curated presence on social media, and the firms that work within this industry provide that exact service to brands, they manage their digital presence. Helping on transmitting the messages brands want to their target audiences. In a market this young it is only natural that the processes used by firms are still not fully optimized, so there is opportunity for improvement. The present study scope aims to contribute to that, as it intends to analyse the possibility of implementing Agile Methodologies into the Digital Marketing industry. Although Agile Methodologies were initially created to aid in managing software development and IT projects, its frameworks and values have the potential to be useful when applied to this industry. A qualitative investigation was carried out with an extensive literature review and information analysis. The objective of this investigation was to assess the possibilities and obstacles of implementing Agile Methodologies into the Digital Marketing industry. Also, this investigation should provide clarification on what framework would be better suited for these firms and their processes. Derived from that research, a proposed model was presented to try and solve the main problems and chokepoints that were pointed out in the current system, or processes typically used.

Date of Award	25 Oct 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	M. H. Correia (Supervisor)