trategic Marketing : Agile Marketing Developments

Abstract

Agility has become a central and vital part of marketing. Serious global pandemic events such as the COVID-19 has raised the need for brands to adapt, access and move quickly. As economic conditions changed vividly, marketers need an enhancement as people work remotely, and many companies switched to sell online only. Nowadays, brands should have the ability to retrain and attract new talent, constantly measuring the impact in real time, the consumer base needs to be monitored, identified and change in direction needs to be done instantly. This study is aimed to understand the change in marketing perception brought about by agile marketing and the future implications that it may have on the firms’ marketing strategies. The study has opted qualitative research with content analysis and systematic literature review to conceptualize the concepts under study and detail the models, theories, benefits, and strategies. The research has showcased that agile marketing has brought positive changes in organisations due to which they can better collaborate with other firms, better focus, and at the same time, foster long-term innovations. This research has also established the fact that even though Agile marketing is the future of marketing, it cannot work well until and unless the brands and businesses are equipped to handle the changes brought by it. That is why firms and managers have to be adaptive and alert to the changes that are being brought in the marketing situations. This research would prove as a base for academicians, researchers, and brands to comprehend the importance of agile marketing  and would help brands and businesses to take agile marketing into consideration for effective and strategic marketing operations.