At a time of depleting attention spans and constant distractions thanks to social media and smartphones, business-to-business and business-to-consumer brands have a small window of opportunity to capture a consumer?s or fellow businesses? attention. Those that are able to implement the most agile real-time marketing strategies will be the brands able to capture market share and, ultimately, sales and loyalty long-term.
An agile marketing campaign is one in which marketers develop branded content in response to real-time events.
During the 2016 Summer Olympic Games, for example, brands like Visa and Procter & Gamble ran ads about the events in Rio de Janeiro, cleverly combining their messaging with the Olympic spirit to resonate with fans around the world. These campaigns captured consumer attention and positively impacted brand reputation. The best agile marketing strategies are relevant and respond quickly to timely news, leveraging tools like social media and email that allow for fast communication and ultimately engagement.
However, because larger brands often have many hoops to jump through internally, small businesses are often more agile and typically have an easier time navigating these campaigns. Despite the more complex processes, bigger companies can mirror small business?s real-time efforts by:
Responding to events in a timely fashion: The average consumer or business decision maker today has a shorter attention span than a goldfish–or approximately...