Agility and the Digital Marketing Industry
The essential opportunity a lot of organizations are missing
Recent world happenings shed light on the need for agility across all industries to not just adapt but evolve through a world governed by Covid-19 or face the threat of shut down.
Here are the most common 4 scenarios that we’ve witnessed to date:
1. Essential services that will keep surviving long-term even without a turn to digital
Such as supermarkets and pharmacies. A significant percentage of these businesses have made online or phone delivery options available to meet demand.
2. Online services that are useful now more than ever
Video chatting app Zoom’s stocks noticeably soared as the need for remote communication rose.
3. Adapt or seize to exist
Gyms and fitness studios, for example, were forced to shift to online training sessions with no reopening date on the horizon.
4. Seizing the opportunity whilst benefiting the community/small businesses
Facebook’s shops ecommerce platform turning business profiles into storefronts where users can shop directly through the app.
The need for digital is at its peak now more than ever, so it’s safe to say that this is the time to invest in your digital marketing arm whether in-house or outsourced. Read below for an introduction to the agile marketing mindset you need to adopt ASAP.
What is Agile Marketing?
An agile marketing mindset embraces the unexpected by listening, responding and adapting and eventually anticipating the demands of both the customers and the industry. Developing an agile mindset sets your brand to be a thought-leader and not just another industry follower.
My organization already adopts an agile approach
According to an analysis by Smart Insights numerous marketing organizations think they’re working in an agile way because they’ve adopted some agility principles such as test and learn or cross-functional teams. In order to be truly agile, all relevant departments need to be aligned and the speed at which change happens needs to be faster than that of the general industry propeller or real-time situational demand such as the Covid-19 crisis.
Global research and advisory firm, Gartner, also came to the same conclusion, “marketing leaders can’t fulfill the promise of customer-driven revenue growth using old organizational structures overlaid with new technology.”
So, essentially, you can’t apply a halfway, quick-fix solution to your business and expect it to be effective. It’s essential to make sure that your entire marketing structure, digital and traditional, is in one harmonious and self-feeding ecosystem.
If you’re not agile all the way, you’re not agile.
What your approach should look like to be truly agile
- Making sure that all of your organization’s relevant teams are aligned and effectively exchange information and data.
- Using adaptive strategic planning.
- Communicating in an honest, transparent manner.
- Working through data collection, analysis, planning, testing, iterations and scaling.
As the world tries to adapt to a new normal to live with the Coronavirus, this is not just your organization’s chance to adapt but to flourish if you adopt an agile marketing strategy.