When we hear the term ‘Agile’ it’s common to think about Development teams, but this buzzword has become increasingly more popular in the marketing industry as well. To achieve marketing agility means having the ability to adapt quickly in response to customer behaviour, market conditions or a change of business direction. No matter the industry, becoming agile in practice has many benefits, but achieving it will require a significant shift from the traditional ways of marketing in the past. This includes challenging the traditional campaign model, testing out new processes and genuinely putting the customer experience at the top of the agenda. Read on to discover how companies need to change in order to become an agile organization and survive in this Amazon driven world.