Manipulating a corporate brand to be a part of the news cycle and not the “background clutter” requires timing, social acuity, and the ability to read the pulse of the public. This is known as “agile marketing”. This marketing technique is the opposite of crafting a large project. This requires being aware of current events, trends, and having the ability to act on them swiftly to appeal to your audience and/or to the masses.
Six years ago, the infamous Oreo Cookie Dunk in the Dark tweet went viral, taking the 2013 Super Bowl Blackout headline. A single marketing team used that event to their brand’s advantage. Here, Oreo saw an opportunity to comment on trending news. Since then Kit Kat has taken the agile marketing spotlight with its tweet and trending hashtag #bendgate, which referenced the past iphone6 bending fiasco.
“In today’s fast-paced, multichannel world, marketers no longer have the luxury to spend months crafting large projects; they must innovate and produce on the fly and respond immediately to market disruptions.” – Forbes staff writer Jennifer Rooney
No matter if your company is large or small, relating your brand or service to noteworthy information can draw attention to your company. Agile marketing demands your business be able to adapt and to be flexible to the outside noise-makers.
Many of these agile marketing examples can be seen utilizing Twitter and Facebook to express their one-liners. However, agile marketing is still a fairly new marketing tool. In 2019, we are sure to see more brands use this technique. Recently, during the ESPY’s, a television advertisement by Airbnb grabbed viewers’ attention. Airbnb is known for its home sharing service decided to use the theme of “trans kind” in their advertisement during the awards show. This ad smartly aligned with the ESPY’s choice to award Caitlyn Jenner for her contribution to sports and her relationship with the transgendered community.
With company demands to be relevant, so are the needs of flexibility and speed. These needs make agile marketing a necessity today. Because of the “always-on and always-connected” individuals, agile marketing may one day become the norm.
Marketing is an interactive process that brings together the breadth of both the advertiser and the public. Being able to read the pulse of both parties is critical. Once more, being able to appreciate the space they both occupy marks the difference success and nothingness.