We’ve got agility on the mind.

Executives predicted at the Adobe Digital Summit last month that organizations will continue to adopt an agile marketing approach this year. Taking into account the current business climate, the trend seems almost certain.

Marketers are adapting through rethinking creative within advertisements, developing campaigns more rapidly than ever and creating virtual experiences—in some cases, entirely from scratch—to replace in-person ones. And with consumer behavior shifting from week to week, what works today might not work for the duration of a campaign. A test-and-learn methodology can safeguard against this. We look at five key pillars to running experiments at scale.

Just weeks ago, certain live events seemed unthinkable online. Like, say, a drag brunch. But payment provider Klarna launched a virtual drag brunch series to help support the community during COVID-19. And WhistlePig whiskey created an interactive online event with at-home blending kits, sampling and polling.

Meanwhile, as parts of the country begin to slowly revive their economies, marketing communications will remain paramount. Consider these tips on crafting a communications plan for reopening your business.

See you next week, folks.

Kaylee Hultgren
Group Content Manager
Chief Marketer