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The Agile Marketer
By: Kaitlin T. Gallucci
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Agility is more than being alert, flexible, and responsive — it’s the ability to be alert, flexible, and responsive quickly. For brands, complacency can be a veritable death sentence; today’s marketing landscape calls for marketers to be as agile as ever.
As Mike Doyle asks, “what does it take these days for a brand to have longevity?” To remain relevant, competitive, meaningful… a brand needs agility (or, an agile marketer). Kodak, Sears, RIM, the USPS — these brands are not expected to survive much longer. All have been cited for failure to adapt and innovate efficiently.
As Doyle writes, “Adaptive thinking trumps process: one of the biggest challenges for brands today is to become adaptive… [in the past,] there was plenty of time for creatives to hone their craft and polish their work. It was an art director’s dreamland. Today, brands have to adapt and change immediately based on success and failure. The pace of adaption and evolving a campaign is much faster, and the results are often instantaneous.”
How agile are you?

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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