Agile marketing is about evolutionary survival
Since the late 1990s, marketers have been faced with, and survived, several big extinction moments.The first marketing extinction moment happened with the widespread adoption of cloud software for product development, first in the software industry and then quickly spreading to all product verticals due to increased cycle time speed. Product development teams could no longer wait for yearly marketing budget waterfall strategy or processes.
A few years later, the evolutionary climate got even more disruptive as
social networks added to the speed of change by removing the barriers
between audience and company.
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Marketing is not software. Marketing comes from more divergent
psychological realms like emotion, brand impression, artwork,
persuasion, and the like, creating two main problems for marketing
people:
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That means there is no “one best way.” The tactics that work for one
firm’s marketing, almost never work the same for another firm.
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