What is agile marketing and why do you need it?

It’s certainly true that social media has spurred the rise of agile marketing, and it’s the reason why marketing teams are more readily adding it to their strategies.
Social happens in real-time, particularly on channels like Twitter where comments appear in chronological order without an algorithm (for now).
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Ashley Friedlin recently discussed agile marketing on the blog, and he suggests a 70:20:10 rule for marketers.
70% of your marketing should be planned ‘marketing as usual’ activity. 20% of your marketing should be programmatic, which is to say machine-driven marketing that automatically responds to various actions of the user. 10% of your marketing should be entirely agile. Reacting to news and events as and when they happen.
https://econsultancy.com/blog/65184-what-is-agile-marketing-and-why-do-you-need-it/