{"id":12803,"date":"2020-05-23T12:44:10","date_gmt":"2020-05-23T10:44:10","guid":{"rendered":"https:\/\/www.cvx.eu\/?p=2335"},"modified":"2020-05-23T12:44:10","modified_gmt":"2020-05-23T10:44:10","slug":"tre-maade-marketers-kan-udnytte-agile-principper-til-at-justere-hurtigt-under-krisen","status":"publish","type":"post","link":"https:\/\/cvx.vc\/da\/blogs\/tre-maade-marketers-kan-udnytte-agile-principper-til-at-justere-hurtigt-under-krisen\/","title":{"rendered":"Tre m\u00e5der marketers kan udnytte agile principper til at justere hurtigt under krisen."},"content":{"rendered":"\n<p>Den eneste sikkerhed ved pandemier er usikkerhed. Ved at bruge det agile princip om \u201dsprint\u201d muligg\u00f8r det marketing teamet til at teste og analysere i kortere cyklusser og derved fange og tage hensyn til den hurtigt \u00e6ndrende forbrugsadf\u00e6rd. Man kan ikke l\u00e6ngere bruge historie som en god indikator for performance. Man bliver n\u00f8dt til at have mere komprimerede, nutidige og relevante analyser.<\/p>\n\n\n\n<p>Dette vil ogs\u00e5 v\u00e6re sandt i tilf\u00e6lde af den eventuelle genopretning eller rebound. Ingen kan forudse, hvordan en rebound vil se ud. Med en usikkerhed p\u00e5 h\u00f8jt niveau vil de f\u00f8lgende agile principper v\u00e6re v\u00e6rdifulde for brands:<\/p>\n\n\n\n<p>1: P\u00e5begynd planl\u00e6gning af rebound-scenarier nu. Brug marketinganalyser og modeller til at k\u00f8re what-if-scenarier omkring forskellige genopretnings foruds\u00e6tninger. Dette kan med fordel g\u00f8res efter produktlinje, geografi, forbrugersegment, marketingkanal, timing og mere. N\u00f8glen er at n\u00e5 h\u00f8jsandsynlighedsplaner nu, og have dem klar, s\u00e5 de kan udf\u00f8res hurtigt, n\u00e5r den f\u00f8rste antydning om opsving vises.<\/p>\n\n\n\n<p>2: M\u00e5l og forst\u00e5 de varierende effekter af marketingkampagner og kanaler p\u00e5 forskelligt resultater. Ved at have bedre pr\u00e6cision p\u00e5 tv\u00e6rs af en bredere kaskade af resultater og KPI&#8217;er, kan m\u00e6rker v\u00e6lge smartere stier til geninvesteringsscenarier.<\/p>\n\n\n\n<p>3: Hav m\u00e5lev\u00e6rkt\u00f8jer p\u00e5 plads, der kan analyseres oftere og fleksibelt under genopretning. Antagelser omkring, hvordan tingene fungerede historisk, er ikke l\u00e6ngere vigtige eller relevante At forst\u00e5 det underliggende ved pr\u00e6stationen undervejs i genopretning, vil v\u00e6re meget vigtigere.<\/p>\n\n\n\n<p>L\u00e6s mere i artiklen fra <a style=\"color: #c20b5e;\" href=\"https:\/\/www.forbes.com\/sites\/kimberlywhitler\/2020\/05\/09\/three-ways-marketers-can-apply-agile-principles-to-adjust-quickly-during-the-crisis\/?ss=small-business-strategy#292f446f34a3\">Forbes<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Den eneste sikkerhed ved pandemier er usikkerhed. Ved at bruge det agile princip om \u201dsprint\u201d muligg\u00f8r det marketing teamet til at teste og analysere i kortere cyklusser og derved fange og tage hensyn til den hurtigt \u00e6ndrende forbrugsadf\u00e6rd. Man kan ikke l\u00e6ngere bruge historie som en god indikator for performance. Man bliver n\u00f8dt til at [&hellip;]<\/p>\n","protected":false},"author":25,"featured_media":2338,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[19],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v23.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tre m\u00e5der marketers kan udnytte agile principper til at justere hurtigt under krisen. | CVX Ventures<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cvx.vc\/da\/blogs\/tre-maade-marketers-kan-udnytte-agile-principper-til-at-justere-hurtigt-under-krisen\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tre m\u00e5der marketers kan udnytte agile principper til at justere hurtigt under krisen.\" \/>\n<meta property=\"og:description\" content=\"Den eneste sikkerhed ved pandemier er usikkerhed. 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