Agile | adaptive strategies, designed for the constantly evolving and complex socio-economic environments of today and tomorrow’s business worlds, are well suited to return relevance and influence to the marketing director and their department.
Key to agile | adaptive strategies is the behaviour of the consumer who, as shown in Accenture’s recent Global Consumer Research study, is these days far more able and willing to switch brands and increasingly ups their expectations of brand performance and delivery.
“Customers’ intentions are constantly changing, and the choices they make are increasingly dynamic, open and continuous, so providers must be able to offer a constantly evolving library of experiences,” Accenture writes.
The implications for the marketing department and their communication agencies are that they need to continually track and analyze the drivers of their target market in real time and adapt and respond in much shorter times periods than ever before.
This means marketing campaigns are refined and adapted on the fly, and marketing must tightly integrate with operational systems that must be able to accommodate surges in demands or quickly adapt to take advantages of changing consumer desires and demands.
In addition marketing programs now often need to run in parallel rather than sequentially and the increasingly segmented and fragmented nature of the socio-economic environment means that marketers may be running multiple, markedly different and rapidly developing consumer engagement simultaneously.
If the marketing department can successfully implement agile | adaptive strategies to guide their companies through turbulent times, they will increase their relevance and respect within organizations. But if they are slow to adapt, then others will seize the initiative and the decline of the marketing function will continue.