CMOs highlight the importance of agility for marketing; it provides data and insights to marketers for consideration while creating strategies for the future
Marketing leaders acknowledge that the COVID-19 managed to transform the world at high speed. Online sales increased significantly in the initial period of the lockdown. Companies have scrambled to modify their marketing policies at a dynamic pace. While trying to keep up with the trends, organizations ended up making a lot of noise, but not necessarily a better impact.
The average audience has started consuming a higher volume of media compared to before. This is driven by emerging technologies and evolving patterns that continue to unfold despite the global pandemic. Marketers are now required to build strategies that ensure that brands respond in a manner that resonates with customers.
The key factor for organizations is to stay connected with the most important topic to the consumers and develop marketing plans that enable bringing organizations into the interactions in an improved manner. Marketing leaders need to use the insights gathered from a global cross-section of executives and clients during the initial months of the pandemic.
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The final data presents insights that help executives thoughtfully and rapidly modify their services and messaging in a more relevant manner to the core audience and ensure that the advertising and marketing strategies hit the mark.
The role of the pandemic in changing the marketing playbook
CMOs say that as much of the business has shifted online and enterprises have been able to interact with clients who have been benefitted, the bigger query is that how permanent is the shift. It is expected that it will persist even after the pandemic is resolved. Most organizations believe that they will continue using the digital technologies at a higher rate compared to the scale before the pandemic began.
Clients have noticed the willingness of brands to deploy new methods of conducting business or interact. The market appreciates the extra efforts taken by enterprises to leverage digital technologies for successful business, even after this permanent shift.
Brands putting agile marketing into action
Creating an agile marketing strategy will initiate with an enterprise shifting their target from messaging to action.
In the traditional process, marketing plans were disproportionately focused on what brands say via an established range of channels. The disruption due to the pandemic meant that organizations needed to target how they plan their processes via existing or new channels in new methods.
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Such processes need buy-in for solutions that are beyond the CMO stack. Initiating from a shared, organization-wide vision for the process is a critical component to ensure that the strategy reflects the important insights and needs of each key player.
When the above foundation is set in the plane, enterprises can easily set the three phases in action. This refers to understanding the requirements of clients and responding rapidly in real-time. They need to ensure a response through the right channels, fast launches, and testing new services.
