More and more channels. More and more tools. More and more data. Few marketing departments manage to respond appropriately to changing customer needs and new competitors. With a view to more flexibility, there is more and more talk of “agile marketing”.
Explanation of terms
The word “agile” comes from the Latin (“agilis”) and is used to describe things that are particularly mobile, nimble, agile, or agile. Agility is therefore understood as the ability to adapt quickly to all kinds of changes and to adjust goals, content, organization, and processes in a timely manner. The term is increasingly used in business administration and management. However, agility originally comes from software development.
In times of digital transformation, one term is becoming increasingly popular: agile marketing. A form of marketing in which the entire process is divided into many small steps, making it possible to react immediately to changing market situations. In principle, agile teams are characterized by speed and flexibility.
Consequently, the principles of agile marketing are:
- Adaptive planning
- Fast coordination
Business models, customer groups, and communication channels are undergoing major change. To remain competitive in the future, companies must focus on acting with foresight. Plan and goal orientation is moving into the background. The focus is on process orientation. In this context, digital media represent the primary communication channel.