It occurred to me in the past few weeks that there was some kind of missing link in the evolutionary state of the twenty first century corporation towards interactivity. As expressed in an earlier article entitled "15 golden rules for web 2.0", there is a strong requirement for large enterprises to launch interactive marketing initiatives - be they called 2.0, pinko marketing or anything else for that matter - not just because of the buzz word but because there is growing consciousness of the need to engage in better, less top-down discussions with one's clients. The whole world is awash with concepts like wikinomics (past posts on this subject) and co-marketing, but the real issue is not about whether this is required but in fact, how to make the rubber meet the road.
And that's where the missing link is to be found. There is the concept and even the urgent need on the one hand, and, on the other hand, there is a handful of complex, esoteric tools which managers have heard of but rarely grasp. At the end of the day there is nothing really complex about a blog or an ideagora, but you can't blame someone whose responsibility is business, who has never worked on an interactive website to come up with clear answers about questions he only discovered a while ago. So this is where we have a role to play, where our ability to bridge the gap between IT and business can actually make a difference ...
Very true. I think that authenticity and transparency is the key today as well. So this could apply to many levels. In my company, we undertake some content work for clients and subsequently we keep them in the loop by using a PM Tool ( Deskaway [http://www.deskaway.com] ) - this enables them to see what we are doing - and apart from that it helps maintain an atmosphere of 'engagement' within my organization as well. We've also started using things like Social Networks and are now looking at apps such as Twitter for CRM related purposes. So i think such things for a firm are must - it creates openness and also adds value and peace of mind to opposite parties. For any firm, i think these 2 tools - Project Management Tools such as Deskaway (which can also double up as CRM tools - you'll be able to name a lot more tools - i just mentioned Deskaway because i use it and like it), Web 2.0 free platforms such as Pownce Twitter Facebook Orkut Social Bookmarking tools etc are essential to create oppenness, and collaboration. It also drives branding.
Posted by: Aditya Gholap | June 01, 2008 at 14:06