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Agile marketing has proven to be one of the most vital business concepts leading to success in both individualized customer experience, as well as overall product performance. The key component of this type of marketing, agility, represents an organization’s ability to assess environmental change and then efficiently and effectively respond to that change. This approach improves the predictability, adaptability, speed, and transparency to change of the marketing function. Being able to tailor their efforts in a quick manner is a must for marketers, so to successfully respond to changes that occur in market conditions, customer behavior, and business direction to benefit market share. By doing so, marketers will gain the ability to gain a more individualized connection with customers in a dependable, effective and engaging way, therefore achieving what is known as individualized marketing. As a result of keeping customers up to date with all marketing affairs and therefore gaining a legitimate grasp of their habits and issues, marketers put themselves in the best position of creating rewarding relationships.
Marketing agility is centered around the ability of marketing organizations to collaborate in an efficient fashion, while also being able to adjust their performance to potential changes. In combination with this, it is imperative that marketing organizations also focus on the execution of the following key initiatives:
There are three primary operations considerations in agile marketing. The first is Planning & Spend Management, which is the ability to fully access limited marketing resources so that marketers can get the most ROI from their marketing initiatives. Next is Workflow & Collaboration Management, or the ability to prioritize and execute all incoming marketing requests with pre-established, reusable workflows. And finally, Marketing Asset Management, the ability to design, edit, produce, and deliver creative assets that consistently and automatically invoke executive, marketing, and legal approval mechanisms.
Planning & Spend Management: Marketers have the chance to get the most on their investment, but in order to do so, they need to have the option of seeing limited marketing resources more clearly and thoroughly. Focusing on planning and spend management can help this happen. If there is a lack of perceptibility in terms of how marketing resources are being designated, both marketing costs and missed opportunities are likely to increase. Implementing current insights into spending rates and budget adherence, enables marketers to make well-informed decisions concerning the success of strategic initiatives and make immediate and responsive adjustments. Another consideration for improving planning and spend management is creating a centralized marketing calendar which links every action to the spend that supports it, allowing greater visibility into every strategic initiative and its measurable results. Access to this information also allows for informed conversations and eliminates opinion battles with fact-based data.
Workflow & Collaboration Management: In order to better manage workflow and collaboration, there needs to be a clear understanding of all incoming marketing requests so work can be prioritized and carried out with pre established, reusable workflows. This will not only maximizes an organization’s marketing efforts, but also ensure process compliance and reporting. Additionally, the ability to choreograph and manage all the intra-agency and inter-agency communications and activities that support the creation, execution, and governance of omni-channel customer campaigns is essential to an organization’s efficiency, agility, and overall success. The system manages itself, providing the opportunity for marketers to focus on creativity. The true power of workflow and collaboration management is exposed when the broad aspect of it enables a complete end-to-end process and encompasses all steps of the marketing activity.
Marketing Asset Management: The best and most effective marketing efforts require that an organization’s creative assets are designed, edited, produced, and delivered in a way that consistently and automatically invokes executive, marketing, and legal approval mechanisms. By harmonizing these operations in an efficient and compliant way, marketers can ensure their digital and creative content is both effective and compliant. By prioritizing a close and efficient process with creative asset production partners, marketers can position their organizations to successfully deliver streamlined, approved, and compliant assets at the speed each customer wants and expects.
The best marketing asset management approach establishes a consistent process for creation and a single place to store properly licensed and approved assets. The financial benefits of this repository are undisputable – marketers have the most up-to-date creative pieces they require at their fingertips, and there is never a cost associated with replacing lost or misplaced assets.
The benefits of increasing marketing agility are both measurable and substantial. In fact, highly agile organizations report they meet goals and business objectives 83% of the time, compared to 59% of less agile organizations. Increase in productivity is a big one, which can be measured in ways such as completed marketing tasks, results, points, etc. There is also more transparency, allowing other branches of management to see the whereabouts of marketing. Because two agile marketing core values are accountability and measurability, this emphasis better develops marketing’s contribution communication skills. Customer satisfaction also increases as a result of customer needs being met quickly and with honesty, encouraging them to make a purchasing decision. Agile marketing allows for marketing teams to have a better overall connection with their different departments and allows for improved communication internally and with their customers. Experience and performance will not only improve exponentially, but marketers’ ability to do their job will prove to be more straightforward and more fun. Being able to share and collaborate with the people you work with makes way for greater respect and satisfaction throughout the workplace.
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