The reality is that this system doesn't line up with the pace of the world. Or the pace of the consumers living in this world. Now, I am not advocating throwing the baby out with the bath water. What I am advocating is a dual-layered approach - one that takes into consideration long production times and another that creates its own system of nimble marketing.
Nimble marketing itself comes in two flavors:
- Nimble Activation: A platform that creates - in real time - new consumer engagements where they are, when they are, in the media they use.
- Nimble Content Creation: A platform that empowers consumers to create - in real time - their own engagements with the brand...their interpretation of their brand. Not yours.
This is where the digital interaction pays huge dividends in being able to efficiently aggregate and accommodate a personal dialogue. I, get to profess my love for the brand. I, get to vent about a problem I had with the brand. I, get to engage with other lovers of the brand so WE can have a mutual admiration society for our greater intelligence and better taste BECAUSE we are brand lovers. I, get to hear from the representatives of the brand to fix my disappointment and turn it into delight. Now, the solution is not always a digital engagement that will function as a proxy for a personal relationship. Sometimes it is a personal phone call or an invitation to a special event, anything that makes me feel special again for choosing you instead of another to be a part of my life.
So the reality of a brand today is to build into their marketing plans an interwoven platform (one that blends long-term projects and one that creates a real-time feedback loop on continuous dialogue between consumer and brand) that empowers the pursuit of a personal relationship by accepting the nimble nature of consumers by being nimble themselves.
My question then is this: What part of your marketing platform is nimble?