Time is a funny thing. Sometimes an hour can seem like two and other times it feels like you’ve blinked and missed a whole week. And since we first conceptualised this strange phenomenon, numerous expressions have been coined to help explain time – time waits for no man, too much time on your hands, time flies when you’re having fun; however, for business, and in marketing, perhaps the most relevant saying is there’s no time like the present.
What is agile marketing?
Agile Marketing is the term describing an approach to marketing that is characterised by being responsive, adaptive and nimble. In the digital age, embracing changes and reacting quickly is a necessity if you want your brand and marketing to stay modern and relevant in the market.
The Case of the Oreo
Time after time, Oreo have displayed their ability to react quickly to events that have taken place outside the walls of Oreo HQ. Whilst most current affairs are seemingly unrelated to the production of cookies, the stories and events that Oreo have commented on really shows they understand what their consumers are interested in. Using social media as the vehicle for their agile marketing provides frequent and immediate opportunities to promote their brand and products and allows them to do so in a seamless and effective way.
One of their best examples was a tweet during a blackout in the last Superbowl – ‘you can still dunk in the dark’. It was quick, relevant and helped pass the time for spectators with humour – and hopefully (after a mad dash to the snack counter) an Oreo cookie or two.
The fact that this message was retweeted over 15,000 times in the following 14 hours proves its effectiveness…
And to appeal to the cookie-lovers in the UK, they posted this tweet in honour of the birth of HRH Prince George of Cambridge. Admittedly they had more time to prepare for this one but still, it was timely, effective and appealed directly to the sentiment of the nation. Creativity and technology is the essential combination for delivering effective content marketing, agile-style. And clearly, it takes a lot of resources to implement a consistent approach with this kind of campaign. However, in the case of the Oreo, the public reaction speaks for itself.
If you think it’s time for a change with your marketing plan, why not start planning some basic guidelines of how you might adopt this style in a way that’s relevant to your business? A simple spark of humour and a willingness to be spontaneous is all you need to get started.
Only time will tell if you efforts in agile marketing will pay off, but if it doesn’t quite work out then don’t give yourself too much of a hard time – people say it heals all wounds… Now where did I put those biscuits?
Written by Becky Allen, Damteq Blogger