Rather than following a set plan, many marketers are now adopting an agile marketing approach and responding to changes as they arise. As a result, more are hopeful that they will be able to achieve their marketing goals over the next year.
Ascend2 recently published “The Impact of Agile Marketing Survey Summary Report,” and statistics indicated that most marketers (68%) believe that the importance of agile marketing in establishing a competitive advantage has “increased moderately” in the past two years. About 22% of respondents said that it has “increased significantly.”
Most marketers (45%) have implemented an agile marketing strategy to improve productivity, while 43% have done so to increase their competitive advantage. Within the next year, the majority of respondents (44%) claim that they are “hopeful” that they will be able to achieve their marketing goals through agile marketing.
Marketers’ Performance Rebound from Covid-19
Learning to pivot amongst the challenges of the past two years has not been easy for marketers. However, previous research indicates that many are already seeing a performance rebound.
Sparkpost conducted its “Email in 2022” report, and data suggested that the majority of marketers (70%) are now reporting their business performance as better compared to last year. Additionally, 63% state that their budgets and priorities reflect pre-COVID levels.
Last year, nearly 71% of respondents said that their marketing team had expanded, and 95% saw an increase in alignment between all marketing channels since the beginning of the pandemic.