In today’s rapidly changing economic, political, and social landscape, it has never been more important for brands to be agile. But how many marketers can say they navigated 2020 with agility?
The reality is that a number of factors impose limits on how agile we feel we can be: how our businesses operate, how we budget, how we build teams, how we invest year to year, and how we manage the expectations of our stakeholders. Well-intentioned decision-makers who have the means may not have the will to be agile. Others may have the will, but not the means. Whatever may be true of your business today, the acceleration of technological advances and continuing shifts in consumer behavior make agility an essential part of how we plan and execute.
The good news is that every marketer has an opportunity to become more agile, allowing their brands to reap new benefits at every stage of the customer journey. We are seeing many businesses find growth, even among so much unforeseen disruption, by enhancing real-time understanding of consumers through unified data sources, and closing the distance between data, insights, and action. By leaning into transformation opportunities, businesses are capturing reach or revenue that may otherwise slip through the cracks.
