1. Blog

Five strategies for agile marketing

While some may cringe at the word, we all know we need to be more agile.

Econsultancy recently hosted a roundtable event on Digital Transformation.

The following were five strategies put forward by attendees for becoming a more agile marketing organisation


Ash Roots of Direct Line Group spoke at the event and told of his team’s approach to creating prototypes that might never be used:

We were building sites that would never go live.

His team would build a site in two weeks and then have the harder conversation about whether to integrate that site.

As one example, they developed what they believe is the future of a mobile site. The approach removes the shackles of what exists to allow marketers to aim for what is possible.

Reduce budget expenditure by reusing content

In most cases organisations can re-use existing content to respond to external events. Attendees at our roundtable spoke of the difficulty of responding quickly.

Re-using existing content speeds up approvals and reduces the need for more resources. 

Move toward strategic pivoting

Many attendees said that their organisations have moved away from five year plans toward strategic pivoting.

Managers are now being asked for three, six and twelve month plans and forecasts. With shorter time frames for plans and forecasts, it is easier to change resource requirements in response to market change. 

Adopt lean methodology

Project size was mentioned as another barrier to agility. A scenario familiar to many attendees was that by the time a huge digital project is discussed, drafted, planned and signed-off, it is out of date and nothing ends up being rolled-out.

Lean methodology can be a remedy; running small pilots, which are on-going with an always-on approach. These can then be used to showcase digital and validate the agile process for other teams. 

Short sprints

Working in short sprints of two or three weeks allows for more rapid response to events and on-going evaluation of success. 

What would you add to this list?  

Econsultancy subscribers can download the full Trends Briefing from the Digital Transformation Roundtable

No Comments
Comments to: Five strategies for agile marketing

Recent Articles

Good Reads


Overview VipsPM – Project Management Suite is a Powerful web-based Application. VipsPM is a perfect tool to fulfill all your project management needs like managing Projects, Tasks, Defects, Incidents, Timesheets, Meetings, Appointments, Files, Documents, Users, Clients, Departments, ToDos, Project Planning, Holidays and Reports. It has simple yet efficient layout will make managing projects easier than […]


Turquoise Jewelry is one of the ancient healing stones used for personal adornment and astrological benefits. The rare greenish blue-colored pectolite is celebrated for its enchanting powers among many crystal lovers. It is a hydrated phosphate of copper and aluminum that ranks 5 to 6 on the Mohs hardness scale. It is deemed a protective […]
Singapore is recognised globally as a prime destination for foreign investors. Its business structure is well-developed, and its tax system is favourable to business owners. The government has a strong support system for entrepreneurs and provides legal protection for intellectual property rights. All of these conditions create an environment that is ideal for Singapore company […]
2020 has been a year that represents aggressive and sustained volatility with a confluence of unexpected situations, including economic shifts and market disturbance confluence. The COVID-19 pandemic forces businesses to adjust their methods of operations to ensure survival. These adjustments become the trajectory and guidance of what 2021 should look like and what companies should […]
COVID-19 pandemic has affected Thailand’s economy and labor market. World Bank’s Thailand Economic Monitor predicted that it would take Thailand over two years to return to its pre-COVID-19 growth and domestic product output levels. Although the country has successfully curbed the pandemic tide over the last few months, the economy remains severely hit. Nevertheless, heavily […]