Agile marketing in companies

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But beyond adopting technologies, the companies that are investing the most in the combination have also implemented agile marketing, which means having small, agile, cross-functional, co-located and relatively autonomous teams capable of executing unique and focused objectives.

These teams feature talent from poland mobile database and technology backgrounds, such as engineers and analysts, allowing people with different skill sets and experiences to sit side by side to collaborate.

The main benefit of this integration, according to McKinsey, is that teams are able to test new ideas frequently and quickly, mainly because there are fewer approval steps. As a result, the process of creating new campaigns or marketing initiatives often decreases from months to weeks or even days.

Precisely for this reason, companies are looking for talented people who are creative and not afraid of numbers. According to the consultancy, companies are focused on finding and nurturing agile people to work with colleagues with different skills and knowledge.

To secure this talent pool, companies are increasingly bringing certain marketing functions in-house, especially those closest to the customer experience, such as consumer insights and data analysis.