Technology has enabled near real-time reporting of marketing activities allowing marketers the opportunity to respond to campaign performance swiftly. This increasingly real-time nature of marketing is shrinking timelines – from planning to creative development to measurement and campaign optimisation. This calls for marketers to adapt quickly while following robust workflow mechanisms to respond efficiently to the dynamic environment. In this context, “agile” marketing is an approach that is increasingly gaining currency. Agile marketing is an iterative approach to planning and executing marketing activities which draws inspiration from Agile software development methodology.
