The Emergence of Agile Marketing in the Digital Era

Objectives The main objective of this study was to examine the emergence of Agile Marketing as a response to the changing marketing environment in the digital era from a marketing professional’s perspective. The aim is to advance the research of Agile Marketing due to the lack of literature on the subject and the timeliness of the topic. Summary The exploratory study interviewed five Finnish and three foreign marketing professionals with strong backgrounds in the field. The study utilized semi-structured in-depth interviews, which were recorded for further analysis. The analysis of the data was conducted by using a thematic method to identify the emerging themes. Conclusions This study recommends the use of Agile Marketing to be beneficial in the complex and uncertain marketing environment. The study finds that marketing professionals have explored the use of Agile Marketing with results that suggest improved transparency and employee satisfaction after the implementation. In addition, the case studies indicate improved marketing performance in the form of increased revenues and competitiveness