Corporate marketing professionals face challenges that parallel those of information sharing promoters in the US national defense community. A great product won’t sell without a strong marketing strategy. In the same way, information sharing initiatives can’t succeed unless the participants (customers) buy-in.
Deeplocal, an award-winning marketing firm servicing Fortune 500 companies, knows a little bit about sharing information with potential customers. As described on their web site, Deeplocal “builds interactive experiences that bridge the physical and digital worlds, generating emotional connections with consumers, earned media, and increased revenue.” The better a brand is able to connect with media and consumers on both the digital and physical planes, the more revenue the brand can expect to generate.
Information sharing benefits are well understood by many: reduction in redundant efforts such as monitoring and data analysis, faster innovation, improvements in the efficiency and effectiveness of intelligence agents and analysts. The benefits are clear and the technology is here, yet we’re not seeing the results that we’d expect. Perhaps it’s failing because there’s no buy-in. Information sharing promoters can learn a lot from marketing firms like Deeplocal.
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