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Almost all marketers now practice 'agile' marketing

Despite all those consumer data privacy regulations

While the previous edition in the report series highlighted the barriers to 'great personalization', the Q2 report discusses how marketers are leveraging agile marketing to better align their organizations and create successful, data-driven campaigns.

As 85% of respondents plan on increasing their adoption of agile and 57% have formal plans to do so in the next 24 months, the report predicts a continued increase in agile marketing in the coming year.

"The pandemic has shone a bright light on the importance of agile thinking and practices and we are encouraged to see such widespread adoption of agile marketing," said Jose Cebrian, senior vice president, marketing strategy at Merkle. "Through agile adoption, marketers can help cut through disruption to achieve their organizational goals efficiently and effectively. This report provides brands with rich, research-based information and examples to make better business decisions in their journey to deliver the total customer experience."

The findings compare how respondents from different verticals have specifically implemented agile in their marketing practices. The retail, financial, and high-tech segments have implemented agile marketing more extensively, compared to nonprofit, insurance and travel, media, and entertainment which show a less mature adoption.

The Q2 2020 report also discusses consumer privacy regulations, such as the General Data Protection Regulationand the California Consumer Privacy Act. Highlighting how these regulations are impacting marketers' abilities to deliver the total customer experience, 92% of respondents are confident in their ability to comply and 67% see them as positively impacting their marketing capabilities.

Despite the impact of these regulations on data practices, marketers still recognize the importance of balancing data sources. When asked what types of data are driving their personalization efforts, 41% of respondents indicate a mix of first- and third-party data most often. When analyzing these responses by region, the report shows that UK marketers select first-party data most often, while US respondents use both first- and third-party data together 11% more.

The insights in the report were gained from a survey of 400 marketers at major US and UK brands, spanning industries including retail and consumer goods, high-tech, financial, travel, media, entertainment, health, insurance, and non-profits.

Have you seen The Marketing Factbook?

The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy.

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability.

Find out what works and what doesn't, who's succeeded and how they did it, and how the world's top brands keep their competitive edge against all odds. This report gives you the data you need for the best decisions for a more profitable, more engaging marketing strategy.

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