The customer continues to be at the center of everything. Concepts and products are increasingly being developed from the user’s point of view instead of from the theoretical researcher’s point of view. The goal is to satisfy customer needs and actively increase customer loyalty.
Especially with the success of social networks, a whole new form of customer relationships has emerged: One-sided monologues are turning into transparent togetherness. An exchange of opinions, assessments, and discussions between brands and consumers. The power of the customer has increased.
Agile marketers and team
Traditional corporate hierarchies experience a revolution: Agile teams work highly independently and without a classic manager. A common goal is pursued. In addition, the team thrives on exchange and interaction within and outside the department (feedback culture). Short, regular meetings (stand-up meetings, jour fixes, …) are held for this purpose.
Acting instead of planning
Agile marketing is based on the principle of acting instead of planning. Mainly because detailed project plans no longer play an essential role. There is no beginning and no end. Processes or concepts or campaigns are constantly adapted, further developed, and constantly changed. The only prerequisite is to keep the process as short as possible in terms of time.
In times of digital transformation, change is part of daily business. Speed and flexibility are prerequisites for competitiveness. Traditional, classically conceived marketing can no longer meet these new requirements. So there is hardly any way around agile marketing.