In today’s ever-changing world, consumers are looking for brands that can respond and react in real time to their needs, which themselves change very quickly.
Building an “agile” marketing plan is a fundamental step in developing the link between a brand and its consumers. How? ‘Or’ What ? By relying in particular on digital technologies, which allow companies to adapt quickly and better anticipate the often variable needs of consumers.
We often hear that the only thing that doesn’t change is change. But with the tidal wave of disruption that accompanied the pandemic, we were served in the year 2020!
The emergence and spread of Covid-19 has changed the world at a breakneck pace – online sales increased by 43% in the first three months of 2020 – and companies have struggled to adjust their marketing strategies and campaigns along the way. But in this attempt to keep pace, the brands that got the most talk weren’t necessarily the ones that had the most impact.
Technology and consumer behaviors
As technology and consumer behaviors change constantly, we are consuming more media than ever during this time of pandemic. In this context, how can marketers ensure that their brands respond optimally and anticipate the needs and wants of customers?
One of the keys to success for businesses and brands is to focus and stay engaged on the topics that matter most to their customers, through agile Thailand WhatsApp Number List marketing plans that can help them be in constant touch with their customers. audience, to promote quality exchanges.
A 2021 Global Marketing Trends Report by auditing and consulting firm Deloitte delves into this topic, drawing on the results of a survey of a cross-country cross-section of consumers and executives, gathered in the first few months of the pandemic.
The resulting data offers insights that should enable executives to quickly and thoughtfully tailor their offerings and messaging, in the way most relevant to their target audience.
In particular, this report highlights the value of an agile marketing plan and describes the steps required to implement this approach in your organization.
But before we go any further, let’s take the time to define succinctly, but precisely what agile marketing is.
What is agile marketing?
The adjective ‘agile’, in the context of marketing personalization, means using data and analytics to continually seek out promising opportunities triggered by customer activities, rapidly deploy tests, evaluate results, and perform rapid iterations. .
These trigger events – like a search query or a click on a website page – tend to be relevant for a limited time, requiring quick reactions. A successful agile marketing organization can run dozens of campaigns simultaneously and test multiple new ideas every week.
However, to foster this kind of environment, you have to be indulgent with people who have tried and failed, because personalization in marketing is still an inexact science, despite all the technologies available.
Many marketing organizations think they work in an agile way because they have adopted certain principles of this method, but when you scratch the varnish, you quickly find that below the surface they are only partially agile and not. therefore derive only relative advantages.
For example, a company’s marketing department rarely receives immediate support from legal, IT, or finance, so approvals or expense allocations are too slow. We also note that, too often, the technological partners of certain companies are not aligned with their needs for speed and reaction, and are not able to act quickly enough.
For companies operating in a competitive industry in this time of disruption, this is a real problem.
Because in many companies, revenues from online product offers using agile techniques have quadrupled.
How the pandemic changed business marketing plans
Clearly, much of our lives have been moved online for over a year now, and businesses that have followed suit have benefited greatly. The big question is to what extent this great upheaval will become the norm and take on a permanent character. Data collected by Deloitte suggests that much of this change will continue after the pandemic is resolved, with in particular more than 63% of consumers surveyed agreeing that they will use digital technologies more in 2021 than before. the start of the epidemic.
The desire to implement new ways of doing business and communicating with consumers has been noticed and appreciated by them. Moreover, the majority of consumers who took part in this survey expressed their satisfaction with the efforts made by companies to bring these changes to life, by taking advantage of digital technologies, in particular.