According to Stephen Pierce, writing in his Creativity and Innovation Blog, one of the biggest innovation challenges that organizations face today is managing “marketing innovation.”
What is marketing innovation? Stephen explains: “Marketing innovation is the process of developing, creating and maintaining new ideas and methods for building sales teams, lead generation, getting the word out about your products and services and creating buzz to ultimately meet customer needs.
The marketing landscape is forever changing and what that markets classifies as valuable is a fast moving target. Marketing managers know that to succeed in the long term they must constantly package and re-package meaningful relevant messages and techniques to appeal to old customers, new customers and old markets and new markets to meet new demands.”
One of the keys to success in developing innovative marketing strategies, he says, is sharing knowledge – not just between the sales and marketing departments, but with a wider group that encompasses product development, manufacturing, service and other managers who have a hand in making, marketing and supporting your organization’s products. Stephen explains that this cross-functional approach opens the group up to many new ideas, and helps these customer-facing parts of the organization to embrace change.
For more details, please see Stephen’s informative post in his blog.