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...This brings me to the definition and proposed Agile Marketing Model. An approach that uses creativity and craft to first build engagement, followed by the application of science and technology to automate, optimise and personalise all aspects of the customer experience.
Taking inspiration from user centred agile development, agile marketing is customer focused, responsive, collaborative, and employs a continuous cycle of test and learn to optimise performance. Ideally deployed by multi-discipline teams working closely together, primarily comprising of content, social, design, tech and insight people; empowered with the right tools and encouraged to experiment and innovate.
The goal of the Agile Marketing Model is to improve advocacy, relevance, and adaptability of the marketing function by using creative and technological capabilities to their fullest...
In a nutshell:( Social + Content + Advocacy) + (Behavioural Economics + Automation + Personalisation)