Changing to an agile approach in marketing is essential to stay competitive
Digitalization and the emergence of new digital technologies are constantly transforming customer habits and preferences in terms of drivers for customer value. Due to customers’ shifting behavior, companies are facing an increasing need to fundamentally change how they operate their business in order to secure customer value and to stay competitive.
Agile marketing sees beyond the ‘what’ and revamps the ‘how’ in marketing
Capgemini Invent sees agile marketing as the application of agile methodologies in the marketing domain, which is often characterized by dividing marketing activities into different phases (‘sprints’) while keeping an iterative project approach. Three key activities included in an agile marketing approach are:
- Use of data and analytics to continuously evaluate and adopt marketing activities based on customers’ needs
- Run new ideas each week based on improvement insights from previous sprints
- Develop and test new data driven concepts with a fast pace
Changing to an agile marketing approach leads to results – fast
Generally, there are a few well-known benefits of changing current ways of working to agile ways of working: an improved understanding of customer needs (enhanced customer centricity) as well as an ability to move faster into the market with various initiatives i.e. campaigns, new ways of collaboration and product development initiatives. Applied and executed correctly, an agile approach in the marketing domain will increase efficiency leading to a better return of investment for the marketing spend.