The world is changing, the way we do business is changing and of course, marketing itself is changing. Marketers are needing to pivot and respond to changing conditions on a daily basis – as evidenced most recently by the Covid-19 crisis. The world changed overnight and marketers are drawing on their own and their organisations' agility to respond.
Last year a question was raised about the state of Agile Marketing in the UK and we realised that whilst there was anecdotal evidence and instinct it would be interesting to back it up with research. We combined our efforts with Pam Ashby
(who is an Agile marketing specialist, a certified coach and a communications consultant) in order to learn more about the state of marketing in the UK as well as in the whole of Europe. We launched a quick and simple survey via the Fastuna
platform and sent it on its viral journey across social media to learn about the way people are working now, the way they look into the future and what challenges they experience.
We believe that this study will bring great value to anyone interested. Just by completing the survey itself it will make you aware of the new principles. Broadening the understanding of what agile means to different groups and how we can be flexible in using those principles. It is interesting how polarising the very attitude to Agile can be. Here are a couple of definitions offered by our survey respondents: