Why Agile Marketing Is Critical For Campaign Success

Why Agile Marketing Is Critical For Campaign Success
SHARE
THIS



Marketers who use technology to become agile can accelerate execution and deploy their resources better to deliver dynamic, real-time experiences to their customers, according to Teradata Marketing Applications business consulting director Papinder Kailesh.

Instead of having long-term marketing plans, marketers now need to turn their attention to a ‘test-and-learn’ approach.

This involves continuous iterations until marketers find the cut-through needed and the turning point at which the customer will engage with the brand.

The nature and demands of the new marketing landscape is compelling teams to be reactive and accelerated execution is becoming the norm.

Conducting smaller campaigns and trialing various offers and value propositions lets marketers reallocate budget mid-campaign and invest in more successful initiatives. This measured approach can reduce budget wastage in widespread initiatives that span multiple channels.

As the number of iterations continues to grow, how do teams store and access all the information involved? How do they allow for greater collaboration, share insight, and reduce repetition and duplicated messages that dilute the customer experience?  An established framework, a common tool, and collaborative platform can help eliminate some of the chaos.

At the centre of marketing agility is the technology that supports it and the processes that make use of it to help manage the end-to-end of the marketing lifecycle. Marketers can become more agile and more effective by using data for insights, platforms for automated and streamlined workflows, and monitoring tools to understand results.

Technology platforms can help marketers easily store, access, share, and re-use the information they produce. Over time this builds a history that can enable insights-led strategic planning, letting marketers create long-term brand consistency and a better customer experience.

Assembling a marketing organisation with greater learning capacity also means having the right technology infrastructure, which can streamline and automate processes to help teams collaborate more effectively.

Organisations must also develop cross-collaborative teams to create a culture conducive for agile practices to thrive. This can require realigning staff and skillsets to help make it work.

People who are hungry, passionate, and deeply curious, with a willingness to embrace more responsibilities and try new ways of working, will organically learn new skills and upskill themselves. They will also create the momentum and energy needed to bring the rest of the organisation along that journey.

 

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine