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Implementing Agility

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Digital Marketing - Study Notes:

Ensuring swift execution

How can a brand or business be successful in the reactive space? Well, it requires buy-in from all stakeholders and some basic ground rules:

  • Agree a framework of what’s acceptable and what works within the confines of your industry regulations by consulting with your legal team.
  • Develop a consistent creative style, and use templates you can populate quickly and with agility, so you don’t have to start over every time a reactive moment occurs.
  • Agree a subject area to act within and react to. Just because something happens, it doesn’t necessarily mean that you should create reactive content around it. Make sure that you’re relevant, and can link your reactive moments back to your brand or business objectives.
  • Agree a turnaround time with your creative team. Spotting a reactive opportunity and not being able to work quickly enough to get the creative live, whether it be a short video or a graphic that is seeded out, is incredibly frustrating. So make sure that your content team is agile.
  • Manage your content organically at first. If you spot a good reaction, then amplify it with additional paid support.
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Seán Earley

Creative Director at Teneo PSG Digital

  • Creative Director at Teneo PSG Digital with five years’ experience in Digital Marketing, Social, and PR Agencies
  • Founding member of Teneo PSG Digital
  • Former Director on the Board of the Irish Internet Association
  • Passionate about creating content that captures audience imaginations and delivers business objectives

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

If you are interested in learning more about Content Marketing, the DMI has produced a short course on the subject for all of our students. You can access this content here:

DMI Short Course: Content Marketing

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Content Creation
    Seán Earley
    Skills Expert

    This module introduces the concept of engaging with and acquiring customers using the creation and sharing of content. It explains how to choose the right content for your customers – and how to ensure it gets seen by them. It outlines the different content formats available on social media channels and helps you identify which platform best suits your content. It also identifies best practices for scheduling your content, and equips you with the knowledge to devise and execute your own content creation strategy.