Marketing Agility in the Age of Digital Transformation Industrial Sector Analysis

The current study aims to analyze the concept of marketing agility in the age of digital transformation (Data-
driven decision-making, Automation and personalization, Cross-functional collaboration, and agile
methodology) within the Jordanian industrial sector. Quantitative methodology was adopted, and a questionnaire
was distributed to a sample of (38) marketing managers within the industrial sector in Jordan. SPSS was
employed to process primary data gathered; the results of the study indicated the acceptance of what the study
hypothesized, arguing that digital transformation can pave the way for better marketing agility as digital
transformation provides marketers with the data, automation tools, cross-functional collaboration opportunity,
and agile methodology to respond swiftly and accurately to changing market conditions which helps them adapt
more quickly and compete effectively. The study recommended hiring a versatile team with diverse skills can help
organizations achieve better marketing agility. Further recommendations were presented in the study.