Brands need to possess agility in order to cope with a fast-changing marketing landscape, and the most-read article on the subject on Warc in 2016 explained how agility in planning and execution is making marketing strategy more dynamic.
Successful strategies are agile and iterative noted how the remit of the marketing function has broadened and the skillset of the marketer is changing: they need to retain a long-term vision while also being able to respond quickly to new insights coming from digital channels.
The second most-read article on agility centred around developments in neuromarketing. Subtlety, agility and differentiation: Three routes to neuromarketing success outlined the latest thinking in this field, with new techniques enabling test and learn and iteration on creative work both ahead of launch and while the campaign is in market.
In Dell embraces agile marketing, the third most-read article, the practical effects of an agile marketing approach at the computer giant were highlighted. Relying on smaller, cross-functional teams to work on specific projects has allowed participants to work in "sprints" and to create more holistic initiatives, with subsequent positive effects on productivity, morale and motivation.
In fourth spot, an ESOMAR paper, Stay agile or? The need for agility in market research, advocated breaking down the complexity of tasks into smaller objectives; the principle is to start with a core idea and tweak the process until the objectives are met.
Finally, User Experience-Testing in the Digital Age: How agile research enables our industry not only to stay relevant but increase our business impact, argued that market research is still working "waterfall based", with long project turnaround times, and needs to urgently adopt the "minimum viable product"approach now common in product development.
Data sourced from Warc