Today’s fast-paced, results-driven, committee-led, decision-making marketing world can all create an environment of postponed projects or prolonged project timelines, especially around digital work, which is inherently more complicated to project manage. The net result is that comprehensive, upfront project planning is often neglected.
As a digital agency, one of the ways we cope with these issues is to identify and incorporate the most effective project management (PM) methodology for the project at hand. Selecting the right project management approach is key to ensuring that each digital project is flexibly managed so that desired client outcomes are achieved.
There are several methodologies our digital project managers consider, including traditional “waterfall” approaches that use sequential planning from requirements gathering through design, build and ultimately deploy to more “agile” approaches that involve adaptive, iterative designs and prototyping. All methodologies have their own merits, but it’s the successful project manager who can pick up cues from the client during the requirements gathering phase and quickly recognize the definition of project success for the client and the agency. That definition of success should help drive the project management approach. Of course, other factors come into play as well, including internal team strengths and logistical challenges when team members are in different geographic locations. The project manager must weigh all of these factors when deciding upon his or her PM approach.
Digital marketing is an ever-changing world, and agencies need to be constantly assessing and reinventing their process to meet this evolving marketing landscape. What PM methodologies are you using?
Sean Nestle, Vice President – Traffic Operations at b2b agency, gyro