What is Agile Marketing?
Agile marketing uses real-time connections with consumers to validate the effectiveness of important decisions through iterative testing that provides quick, actionable feedback and insights.
Being able to test the efficacy of ideas before going to market saves companies significant amounts of money, time, and energy that was—not too long ago—lost to slow, fragmented, and less optimized market research practices. Rapid, on-demand access to targeted audiences that help test, ideate, and refine key concepts, designs, and campaigns is revolutionizing the relationship between companies and consumers. The era of exhaustive searches for quality respondents, waiting days or longer to receive customer feedback, and focus groups assembled together in a room are over.
By integrating consumers into the decision-making process, agile marketing provides greater transparency into evolving marketplace realities. The uncertainties and insecurities that once plagued decision-makers about the fate of products and campaigns can now be instantly tested and iterated until they are perfected before being approved for launch. This ability to promptly and preemptively de-risk outcomes is an unparalleled innovation. Want to know which beverage flavor, OTC packaging design option, or product attribute best resonates with a targeted demographic? The answers to those questions—and to beating the competition for the loyalty of those customers—can be quickly and easily obtained through the communicative and analytical powers of agile marketing.