Agile Marketing as a Key Driver to Increasing Operational Efficiencies and Speed to Market

Abstract

The COVID-19 pandemic has profoundly changed consumer behavior and has accelerated digital transformation across businesses. As a result, businesses accelerated adoption of technology, launched new digital initiatives, enhanced supply chain and digitized internal workflows to meet rising consumer expectations and drive growth. Although, pandemic resulted in change in mindset across various business functions, marketing has been slow to adapt and still follows traditional strategies that are mostly outdated and fail to keep pace with the constant change in requirements. To keep pace with rapidly changing industry trends, constant disruption and competitive pressure means marketers will have to become more agile and nimble. The goal of the paper is to outline fundamental concepts around agile methodology and serve as a guide for marketing organizations to incorporate agile practices into marketing strategies to be able to rapidly react to meet changing business goals.