At a time of depleting attention spans and constant distractions thanks to social media and smartphones, business-to-business and business-to-consumer brands have a small window of opportunity to capture a consumer’s or fellow businesses’ attention. Those that are able to implement the most agile real-time marketing strategies will be the brands able to capture market share and, ultimately, sales and loyalty long-term.
An agile marketing campaign is one in which marketers develop branded content in response to real-time events.