Why Agile Marketing Means an All-in-one Approach
In 2014 Jeff Charney, CMO of Progressive Insurance, commented at Content Marketing World, “More has changed in the last five years than the last 100 in marketing; and more will change in the next 12 months than in the last five years.”
And that’s still as true as ever — Google Trends shows that in 2011, interest in “content marketing” had only just started to pick up, and “native advertising” didn’t really exist. Long story short, the marketing toolbox is rapidly expanding and campaigns require an integrated methodology to remain competitive. This isn’t breaking news, but an all-in-one solution holds a distinct advantage that’s easy to overlook: it enables agility.
Co-opting a decades-old approach to software development, agile marketing is understandably popular with CMOs — it’s a holistic method that relies on a versatile team to deliver multi-channel campaigns then support and optimize them even after launch. And considering the rapidly changing landscape, partnering with an integrated marketing solution offers a necessary degree of efficiency and flexibility.
Responding with Consistency
Right from the get-go, a single party can ensure a higher degree of branding consistency across platforms. This is a clear benefit not only when different media channels present different limitations, but also when messaging needs to vary. As it is, companies with extensive product or service offerings can quickly build an extensive library of collateral — and that can easily multiply as new audiences and channels are identified. For printed materials especially, an all-in-one marketing solution can ideally offer a wide degree of accommodation to fill those strategic gaps; for example, print-on-demand services provide a lower cost and a quicker, more agile response.
Delivering the Right Results
As an added benefit, centralized brand and campaign management can mean more useful reporting. A team with the right breadth of expertise and depth of insight can be instrumental in identifying, projecting and measuring the most meaningful metrics for each tactic used. The right planning can also help separate potentially muddled data and coordinate clear lead attribution for each channel; and better yet, a holistic approach avoids bias towards a particular medium, thereby enabling a more fluid approach to optimization.
When engaging with a new partner for your brand and marketing needs, consider how their capabilities address your strategic goals, both in the short- and long-term. And just as importantly, consider the flexibility of both teams to respond to new challenges as marketing tools continue to evolve.