AGILE METHODOLOGIES: AND ITS APPLICABILITY IN THE MARKETING AREA

Resumen

This article aimed to carry out an exploratory research to survey some of the agile methodologies and their applicability in marketing. Agile Methodologies have been present for a while in the industry and in and software development, but they have become more and more frequent in publicity and communication agencies. This methodology was created to speed up projects related to software development, helping to solve the problems faced during this process, which used traditional management techniques. Exploratory research is characterized by an approach with more flexible and consequently fewer formal procedures. The survey was carried out from 2013 to 2020 on Google/Google academic, on websites and blogs, in which the following descriptors were used: agile methodology and marketing. A sample of 35 sites/blogs on agile methodology and its applicability in the marketing area was identified among them, which were used in this study. The years with the highest number of publications were 2019 with 12, and 2020 with 10 publications, 2017 and 2018 with 5, 2016 with 2, 2013 with 1, and the years 2014 and 2015 without any work that fit in the survey. This study demonstrated that most of the information we have about agile methodologies is made available on the network through updated blogs. Agile methods have proven to be good allies of productivity for teams in different areas of assessment, but mainly for marketing projects, they offer business opportunities or solutions to everyday problems in a quick, creative, and effective way to customers.