Does Agile Marketing Strategy Work?
P. Chirkova
Peter the Great St. Petersburg Politechnic University
29, Polytechnicheskaya Str., St.Petersburg, 195251, Russian Federation
Е-mail: chirkova.pol@yandex.ru
In this article, consumer behavior is analyzed using a new strategy – Agile-marketing. For a more accurate picture of this marketing tool, the author will analyze the chronology of the emergence of agile marketing, identify its main advantages and prove the importance and effectiveness of the new strategy
experimentally. In the modern and rapidly changing market for goods and services, the traditional cascading marketing model is beginning to become obsolete due to budget constraints, deadlines and methods of implementation. Thus, it should be replaced by a more “flexible” and adaptive strategy, where you can skip the extra “step”, and those who settle can reconfigure under an already changed situation, remaining on the same wavelength with consumers. Based on the main advantages of the agile model: quick response to market climate variability and immediate audience involvement, the author will tell how to influence people's behavior and effectively integrate high-quality content. In this article, we have illustrated and explained the current trends of 2019, which, as part of an agile strategy, have invited companies to create viral content and become leaders in their market niche for a minimal cost. Particular attention is paid to the practical application of this tool in the commercial field. Positive examples of the use of the agile-model by various foreign and domestic companies were considered, where there was a tendency for clear feedback from customers. Based on the analysis of their advertising campaigns and social networks, we have formed several techniques for the effective implementation of the agile approach. This article will be interesting and useful for advertisers, marketers, public relations specialists, businessmen and other representatives of the market who want to create a perfect product or service.
Keywords. Agile marketing, user involvement, marketing channels, advertising campaigns, effective posts in social networks, influence tools, content plan, principles of “flexible” marketing.
В чем преимущества стратегии agile-маркетинга? Эффективны методы «гибкого» планирования в сегодняшнее время? Именно эти ключевые вопросы мы рассмотрим в данной статье. В XXI веке, в век новых технологий и бескрайнего множества возможностей специалисты в области рекламы и маркетинга способы лучше понимать поведения покупателей, чем раньше. Этому способствовала эволюция гибкой методологии, которая раскрывает совершенно новый подход к управлению брендами и продвижению продуктов. Помимо чистой функциональности продукта в них содержится и некая нематериальная ценность [1]. Именно эта внутренняя сердцевина продукта является своеобразным ключом к прибыльности компании. Если мы будем понимать клиента и преобразовывать его потребности в привлекательный и действительно нужный ему продукт, то мы покорим Олимп рынка товаров и услуг.