OptiMine Software Chief Marketing Officer Matt Voda discussed what it means to be an agile marketer during a Thought Leadership Spotlight Presented by OptiMine Software at the 2014 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 6. In his presentation, "Moving from Planning to Optimization With Agile Marketing Mix," Voda noted marketers who can find the right data can make the best decisions for their respective organizations. However, these organizations must understand how and where to find this information, Voda noted.
According to Voda, an agile marketer is quick and understands how to leverage multiple channels simultaneously. A marketer who recognizes the value of mobile devices, Voda added, can connect with consumers through both traditional and non-traditional media. If a marketer understands the concept of "iterative testing," Voda said, it can constantly find new ways to extend its reach as well: "How do you continue to grow? How do you continue to find those new opportunities? You have to actually devote and dedicate specific budget and resources and a mindset or a culture in your teams around testing and iteration. It’s the surest way to discovery new capabilities [and] new approaches in the market."
Measuring growth is important for marketers, Voda noted. An agile marketer, Voda added, can leverage myriad tools and ensure that it can keep up with the ever-changing global economy: "With the new age of big data, cloud computing and software automation we can now look at those types of cross-channel relationships and really understand how these different marketing channels start to impact and contribute to your business performance."