8 MAY 2021Whoever works with Marketing knows that there is a great effort focused on annual planning. And when we talk about Marketing planning, maybe you think about that annual plan designed millimetrically with all the points defined and immutable, right? Hence some questions arise. How much is it possible to change budgets along the way, start a new project or even discard it? Does your team have this autonomy? Meanwhile, there is life as it is: market changing and customers interacting all the time.In times of social networking, each post generates different metrics, KPIs and ways to track the performance and acceptance of a particular product.If you see yourself in this context, we can say that you work in the waterfall model. You have a plan with everything detailed, execute it and, only after a long cycle, you review all the process: what was good and what wasn’t so good. This does not seem to be very close to the world we live in, do you agree?If you live in this busy world, which requires such immediate responses and with a high demand for adaptation, why should the Marketing plan remain untouchable?Especially in the Marketing universe, the prioritization.But if we take into account that the capacity for innovation in Marketing must always be in favor of the customer experience, the market demands that we have the ability to be agile.And when I say that, I mean adaptability, that is, responsiveness to the market.Remember that:Being agile is not being fast. It is useless to be quick, if I do not have the ability to respond according to the need of the scenario in question.Planning is importantBeing agile does not mean giving up planning. So yes, an agile Marketing team will have its planning.However, this planning will be lean, compact, and with high adaptability power. It is “sliced” in small Agile MarketingAlessandra Sa Vasco, Head of Digital Marketing at K21CXO INSIGHTS
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