Marketing 0

Why Agile Marketing?
A short product lifecycle characterizes the high-tech industry. The
players are competing to be the first to market and capture
maximum value before the technology becomes obsolete. Companies
need to monitor and respond to new trends and changing customer
behaviors. New product iterations are rapid since the window in
which to profit from the products is limited. Hence, high-tech
companies are the first to adopt agile marketing.
In the fast-paced digital world, many other industries— apparel,
consumer packaged goods, consumer electronics, and automotive—
are experiencing shortened product lifecycles to varying degrees. In
these industries, customer preferences toward products are quickly
changing, driven by new proliferating offerings. Even customer
experience has an expiry date. The once-compelling experience can
become outdated as soon as everyone else catches up and supersedes
it.
The always-connected digital environment leads to these rapidly
changing preferences. The customer experience, which used to be
very private, can be broadcast to everyone else via social media,
lessening its wow factor whenever businesses attempt to replicate it
the second time. Always-on customers also demand always-on
brands that cater to their needs 24/7. Everything is on-demand, or as
Tom March called it, the new WWW (whatever, whenever,
wherever). Consequently, companies must continually monitor and
act on the ongoing trends and conversations at a faster rate.
Traditional, pre-planned go-to-market strategies are no longer
effective. In an era of full of volatility, uncertainty, complexity, and
ambiguity (VUCA), businesses can no longer make long-term plans

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without making numerous adjustments along the way. In fact, most
long-term plans are already outdated by the time the milestones are
reached.
Businesses need to match the speed of customer shifts and outpace
the competition at the same time. Agility is the new name of the
game. Operational stability used to be the only critical success factor
for companies to scale up and grow. Although still vital, it must also
be complemented by agile teams that become the catalysts for new
growth engines. Agile marketing is the final piece of the puzzle for
companies to implement Marketing 5.0. The discipline suits the fast-
paced and unpredictable business landscape that they are facing.