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If there is one thing Mobile World Congress 2016 confirmed - amongst all the talk of wearables, the IoT and virtual reality being the future - it’s the fact that we are living in what is now a truly volatile, uncertain, complex and ambiguous world.
Today every company is pretty much a technology company, with digital transformation affecting businesses across all sectors, and no doubt in 12 months’ time at MWC17 the business and technology landscape will shift again.
It is little wonder that organisations are struggling to adapt and keep up.
This weekend, a select group of brands with big bank accounts will spend big dollars on ads that run during what is arguably the biggest marketing event in sports, the Super Bowl.
But thanks to social media, savvy marketers can take advantage of the big game without spending millions of dollars on a Super Bowl ad by following these tips.
An agile ‘war room’ approach can set any brand up for success, and it no longer has to cost a bomb.
Unfortunately, too many marketers have confused ad-hoc social media promotions with genuine agile marketing.
While the original concept of ‘agile’ as a way of working was first popularised in the world of software development, it wasn’t until recently when applied to the realm of social media that we’ve started to talk about ‘agile marketing’.
When major events like the World Cup take place, millions of people flock to Twitter to check out the buzz and voice their opinions.
In many cases, these events present golden opportunities to marketers looking to connect with consumers through social media.
“What the heck was that? It happened so fast!"
A pop-culture news-story just blew up on Twitter whilst I was idly colouring in the boxes of The Guardian cryptic crossword.
Today's ‘always-on’ customers have new real-time expectations, so real-time marketing has never been more necessary.
Thankfully emerging digital marketing technologies and platforms offer an opportunity that was never before possible with traditional marketing.
Digital transformation is now firmly on the agenda for many marketers and the businesses they work for.
However, it’s not an easy process and implementation differs massively between businesses and industries.
Earlier this year Evan Spiegel, CEO of Snapchat, gave a keynote address where he talked about three characteristics of the era we’re living in: internet everywhere, fast and easy media creation and ephemerality.
Snapchat is particularly known for the third of those, of course; the evaporating selfie, capturing a ‘moment of me, now’ has become an incredibly popular form of self-expression.
We like agile marketing here at Econsultancy. It's a sign that an organisation has the right setup, as it can react quickly and take advantage of situations.
It's also often very clever and / or amusing.
Here's another example from Black Friday. Seeing that rivals' sites were suffering under unexpected levels of traffic, AO.com saw an opportunity.
Everyone loves a heartwarming tale of brands spinning potentially negative news into a huge PR win.
We saw it earlier this year when TrekAmerica jumped on the hashtag #GiveGregAHoliday and scored a huge amount of press coverage for zero investment.
And now this week Waterstones and Airbnb have given us all a lesson in agile marketing after seeing an opportunity for PR gold when a Texan man got locked inside one of the former’s London bookshops.
Read on to find out what happened, or for more on this topic read our post on 23 nimble examples of agile marketing from ecommerce brands.
And to hear more from Airbnb come along to Econsultancy's Festival of Marketing in November. It's a two-day celebration of the modern marketing industry, featuring speakers from brands including Airbnb, LEGO, Tesco, Barclays, FT.com and more.
Real-time marketing works.
Let me make an addition to that rather bold affirmation. Real-time marketing works for B2C companies. Really well.
But what of B2B companies? Is real-time just a pipe-dream? A strategy only successful if left to the trendier agile brands that have an ever-growing and content hungry audience of Twitter followers?
In our brand new B2B Real-Time Marketing Report, in association with Monetate, we reveal the current state of play for B2B real-time marketing, uncovering insights that perhaps challenge our preconceptions of the importance of real-time for B2B.
For instance, the fact that 65% of B2B companies are carrying out some form of real-time marketing, and that 87% agree that ‘real-time marketing is essential as behaviour, device, place and time come together’.
In our full report you will find research highlighting how business buyers define their needs in an always-on world. As well as the benefits to real-time marketing and the challenges.