If you hang out with corporate techies, you undoubtedly hear about “agile development” – the approach to developing software that relies on responding effectively to change rather than following a rigid plan to get the best results.
Yet more and more, the term “agile” is being tossed around in the marketing department – and with very good reason. The agile approach makes sense in myriad ways for marketing in an era of rapid change, fast-evolving consumer expectations and fierce competition. Agile marketing allows for dynamic creativity, as well as the ability to quickly respond to changing market conditions.
Specifically, there are some key principles that set agile apart from traditional marketing approaches and campaigns. Among them:
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