One of the characteristics of the modern marketer outlined in our recent Modern Marketing Manifesto is agility. The ability to be responsive and adaptive. To be flexible and embrace change.
The concept of agile marketing has grown from the need to try and deal with a more fluid marketing environment, driven largely by digital, and has borrowed from the principles of agile software development.
The latter values “individuals and interactions over processes and tools; working software over comprehensive documentation; customer collaboration over contract negotiation; responding to change over following a plan”.
The current poster-child case study for agile marketing is Oreo. During the 34 minute blackout in the last Super Bowl the Oreo team managed to turn around a tweet, “You can still dunk in the dark”, that was retweeted more than 15,000 times within 14 hours.
What is interesting here is less the creative and more the fact that there were the marketing resources and processes (including, for example, sign off on any such ‘campaign’) to respond to something that was not planned and out of office hours.
You see this agility in evidence particularly at the nexus of marketing, PR and social media. In some cases this is to avert, or capitalise on, potentially damaging communications
Lynx was recently cited as the favourite fragrance of a ‘character’ in Channel 4’s Dogging Tales documentary.
The following day Lynx’s agency team at TMW reacted with a spoof picture and tweet that seized the opportunity not only to diffuse a situation that might otherwise have become awkward but which also showcased the humorous and slightly irreverent nature of the brand itself.
Continue reading on econsultancy.com
Categories: Digital Advertising