Agile Marketing in the Digital Age

Agile Marketing in the Digital Era: The Effects of New Technologies on Marketing Communication.

There was a time where marketers around the globe relied on print media (e.g. magazines) and TV commercials to promote a product or service, and to even relay a message to the masses. With the advent of new technologies and the reliance on new applications, these old practices have little to no impact in the way consumers process information. This phenomenon, therefore, has changed consumer’s perceptions and their desire to buy a specific product or service. As a result, a consumer’s decision process at a micro and macro level are being affected (even enabled) by a new blend of marketing communication formats.

From the perspective of digital and social media platforms, consumers have more options which are readily available for consumer consumption. Platforms like Facebook, YouTube, TikTok, just to name a few, are on the forefront of these emerging trends. These companies have become trendsetters in an industry that is constantly evolving. To meet the needs and demands of consumers these companies are constantly researching all sorts of markets landscapes, as well as analyzing how their competitors carry out marketing communication campaigns to counter those efforts and to respond to their own company’s strategic needs as well as those of its consumers.

These companies are masters of their craft (with regard to marketing efforts) because they understand their audience. They also have a good understanding of the how, the what, the where, and the when with regards to the blended aspect of marketing communications. Hi-tech companies understand that to remain successful in today’s competitive environment they must apply a mix of old techniques, with current techniques, and have a vision for what is yet to come. They also have a keen awareness of how new technologies are introduced almost on a daily basis. As a way of staying competitive, and as part of establishing a solid marketing communication’s blended system, hi-tech companies are constantly investing in new technologies along with well-informed techniques/processes. This agile-like environment maximizes the value added of marketing communications for the organization and consumers alike.