Digital White Papers

IG19

publication of the International Legal Technology Association

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I L T A W H I T E P A P E R | I N F O R M A T I O N G O V E R N E N C E 51 B Y L A U R E N D O E R R I E S Using Marketing Principles to Effectively Communicate Your Information Governance Program T he act of 'marketing' can be described as the process of communicating value to your customers. While marketing practices have undergone an enormous amount of transformation in recent years due to technolo and cultural shifts, the core purpose of marketing remains unchanged: to successfully communicate the value of your product or service to your customers. In this article, we'll explore how traditional marketing strategies and techniques can help you to elevate the visibility and communicate the value of information governance ("IG") within your firm. Using marketing to build support and gain stakeholder buy-in A key element of any successful marketing strate is deciding on how to best position your product to appeal to your target market. It's no secret that buy-in and support from sponsors and high-level stakeholders is critical for an IG program to become established and continue to thrive. Still, many of us struggle with how to attract the attention of the busiest, most important (and often most elusive) people at your firm while at the same time convincing them of your value. What are some ways that you can position your product, or your program in this case, to appeal to this particular audience?

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