Implementing Agility

Digital Marketing - Study Notes:

Ensuring swift execution

How can a brand or business be successful in the reactive space? Well, it requires buy-in from all stakeholders and some basic ground rules:

• Agree a framework of what’s acceptable and what works within the confines of your industry regulations by consulting with your legal team.
• Develop a consistent creative style, and use templates you can populate quickly and with agility, so you don’t have to start over every time a reactive moment occurs.
• Agree a subject area to act within and react to. Just because something happens, it doesn’t necessarily mean that you should create reactive content around it. Make sure that you’re relevant, and can link your reactive moments back to your brand or business objectives.
• Agree a turnaround time with your creative team. Spotting a reactive opportunity and not being able to work quickly enough to get the creative live, whether it be a short video or a graphic that is seeded out, is incredibly frustrating. So make sure that your content team is agile.
• Manage your content organically at first. If you spot a good reaction, then amplify it with additional paid support.