What it means. Why everyone is suddenly talking about it. Why it’s a matter of course for our digital agency.
“Agile.” According to Merriam-Webster’s dictionary, the word means “marked by ready ability to move with quick easy grace” and “having a quick resourceful and adaptable character.” When numerous marketing gurus suddenly demand agile marketing, one naturally asks oneself: how else is marketing supposed to be done?
“Agile Marketing” is named after the “Manifesto for Agile Software Development” published in 2001, in which a group of well-known developers called for new structures, priorities, and modes of operation.
In times of digital transformation, marketing is constantly confronted with new challenges, such as from the permanent further development of technologies and minimal standards (responsive web design, for example) , constantly increasing volumes of data, as well as emancipated users who use the most diverse channels, applications, and end devices.
That which presents large businesses with massive challenges and upheavals to the cultures of their firms has a long tradition in many family-owned or owner-operated small and medium-sized businesses. Many demands are a matter of course for them, for example that professional experts, copywriters, designers and developers work together in a close and inter-disciplinary manner over the course of an entire project. Or that there be a stimulating exchange between team members, or that tightly set milestones make it possible to react quickly and efficiently to changing exigencies. And that – last but not least – nothing is more important for the success of a project than motivated team members.
“As a digital agency for trade fair media and communication, we pursue a clear goal with our digital products (for example, the community platform “MyFairCloud”): a unified customer experience via all touchpoints”, explains w+t director Jens Wohlgemuth. “That only works by linking all the involved disciplines.”
Data analysis, content, IT implementation, user experience, marketing, and sales are constantly closely coordinated with product management and the customer.
“For one thing, we have become specialists in all classic disciplines of trade fair marketing, and can rely upon years of experience”, continues Wohlgemuth, “and for another thing, we see ourselves as trailblazers for digital concepts and new IT themes. With these two pillars we are optimally equipped for the future of agile marketing.”