In the world of marketing, it’s clear that life won’t return to normal any time soon. Things have definitely changed – they had to. We’ve all learned fast to be nimble. Adaptable. Accepting. Versatile. The term that has risen to prominence is ‘agility’ – a virtue which is now seen as ‘your most valuable asset’ in dealing with the new competitive landscape of the COVID world.
Agility is how you’ll deal with revised budgets, a smaller team, and the challenges of everyone working at home. The new generation of marketers will need to have a unique skill set ‘to navigate, transform, innovate and react to anything that’s put in their path’.
Agile marketing revolves around a combination of people, process and tech to deliver the flexibility required to shift strategies fast. In terms of people and processes, it’s about collaboration and open communication within the team and a renewed commitment to the concept of critical thinking. It’s the teams that question everything, have a degree of healthy skepticism and apply open-mindedness to explore and understand evolving consumer behaviour that will succeed. This kind of thinking makes adopting new processes around marketing possible and ensures marketers remain relevant in a fast-moving world.
Perhaps most important is a willingness to embrace technology. Martech is evolving quickly and there is a growing body of innovative tech that not only bridges skills gaps but makes smaller teams more potent than ever. This is particularly relevant in a remote working landscape, where collaboration and communication is central to how successful marketing teams are. It’s also vital in meeting the exponential demand for content across an ever-diverging mix of media channels. As the world moves rapidly to digital, marketers are faced with a mind-boggling horizon of diversity that can only be managed with technology.
There’s no question that tech is one of the most important keys to ramping up your agile game. Automation is no longer a dirty word in marketing. Particularly when it comes to delivering content at velocity and scale. The capacity for marketers to shift campaigns fast to match unseen challenges is now a critical strategy for capturing consumer attention.
“For agile marketing to be successful, speed is critical,” said Peter Sedivy, Leader of Deloitte Digital Asia-Pacific.
Companies now have access to a variety of tools and technologies to successfully execute an agile marketing strategy… better positioning their companies for success in a post-pandemic world.
In predicting his top three Martech innovation themes for 2022, Scott Brinker outlines his thoughts on ‘No Code’ – or as he puts it “any technology that lets general business users – in our cases, marketers – self-service work that would have previously required them to turn to an expert to deliver.” Brinker says this includes the generation of creative assets.
No Code is the yellow sun that imbues us with marketing superpowers.
He is quick to point out that it doesn’t replace the agency model, but it simply makes marketers more agile. “It leaves the high-end use cases for those experts while making low-end use cases accessible for marketers to address on their own, anytime they want, with fewer delays, bottlenecks, and resource constraints.”
Specifically, Brand Management platforms are squarely aimed at delivering marketing efficiencies as outlined above. “Tech has the power to change the landscape for the benefit of all,” said Andrew Baker, Sesimi CEO. “Technology is the most obvious solution to handle shifting cost and skills bases in the advertising and marketing industry.”
The role platforms like Sesimi now play in delivering content at scale, at speed is absolutely central to the concept of agile marketing. The companies that are quick to embrace these technologies will gain ground faster than those who wait.