Part of the goal of Agile Marketing is to analyze performance and track actual customer behavior (vs. untested hypotheses). As this article suggests, Advertising needs to shift its focus from the brand towards the consumer. Scary, though, because marketers are not used to loosing control and not being the single author of the message is really new to brand owners.
Typically, brands tell stories about themselves. In the shift to a newsroom model, we’ll ask “what will our user be interested in?” And then we’ll check that expectation with evidence: in a modern newsroom, data circulates continuously about the relative performance of each unit of content produced, from tweets to text-based stories, to images and video served — and future editorial content decisions reflect consumers’ response to previous content.
—Advertisers Should Act More Like Newsrooms