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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?
