One of the most popular digital marketing buzzwords of 2018 is agility. Considering how fragmented the social media landscape has become and the rapid pace of ad product innovation, it’s no wonder marketers extol the strategy of thinking and acting quickly as the way to win. Being able to react fast in unpredictable situations is a logical aspiration for brands.
Never before have marketing conditions been so fluid. Just a few years ago, media plans were developed with a focus around broadcast TV. Creative production was concentrated on a few 30-second and 60-second spots, and the common practice was (and in large part, still is) to produce derivative cut-downs for frequency or other (often digital and frequently mobile) formats.
In contrast, today’s marketers are faced with a dizzying array of social media platforms that offer unique consumer experiences, ad products, policies, targeting options and analytics.
