Agility and adaptability are increasingly becoming adjectives for strategies needed to deal with the chronic fluctuations and complexities of today’s socio-economic environment. And nowhere is agile strategy strategy more needed than in marketing. The above quote comes from a series of Accenture reports on corporate agility.
As a result of customers constantly changing intentions and increasingly dynamic choices “marketers must now be able to roll out programs in parallel rather than serially,” the Accenture report stated. “They must be able to continually refine campaigns based on breaking trends, right up to the last minute.”
Of course, it is not just about communication campaigns. Agile | adaptive strategies are there every step of the way from positioning a brand in the marketplace to managing the brand portfolio.
Agile strategies enable marketers to “predict, sense, respond and adapt in much shorter cycles and in more dimensions than ever before”, including meeting unexpected surges in demand as well as rapid assaults on their reputation.
The world has become more unpredictable and marketers need to become more agile and adaptive.