In the world of marketing, boundary spanning is a critical element that can make or break your success. It refers to the process of connecting different groups within and outside of an organization to achieve common goals. In today's digital age, boundary spanning is more important than ever before, as marketers need to navigate a complex ecosystem of social media marketing, SEO, email marketing, digital marketing, and content marketing.
In this post, we will answer the six most popular questions about boundary spanning and how it can help you achieve your marketing goals.
Boundary spanning is the process of connecting different groups within and outside of an organization to achieve common goals. It involves interacting with people across different departments, teams, and even organizations to build relationships and create value for all parties involved.
In today's digital age, marketing has become more complex than ever before. With the rise of social media marketing, SEO, email marketing, digital marketing, and content marketing, marketers need to navigate a complex ecosystem of different channels and technologies. Boundary spanning helps marketers connect with different teams and stakeholders within and outside of their organization to create effective campaigns that drive results.
To implement boundary spanning in your marketing strategy, you need to first identify the different groups that you need to connect with. This could include other teams within your organization (such as sales or customer service), external partners (such as vendors or influencers), or even customers themselves.
Once you have identified these groups, you need to start building relationships with them. This could involve attending industry events, collaborating on projects together, or simply reaching out for a casual conversation. By building these connections, you can create a network of allies who can help you achieve your marketing goals.
One example of successful boundary spanning in marketing is the collaboration between Red Bull and GoPro. Red Bull, a leading energy drink brand, partnered with GoPro, a popular action camera brand, to create a content marketing campaign that showcased extreme sports and adventures. By working together, the two companies were able to reach a wider audience and create more engaging content than they could have on their own.
Another example is the partnership between Apple and Nike. Apple, a leading technology company, teamed up with Nike, a top athletic apparel brand, to create the Nike+ app for the Apple Watch. The app allowed users to track their fitness goals and connect with other users to share their progress. This partnership helped both companies reach new audiences and expand their customer base.
The benefits of boundary spanning in marketing are numerous. By connecting with different groups within and outside of your organization, you can:
Measuring the success of your boundary spanning efforts can be challenging, as it often involves intangible metrics such as relationships and trust. However, there are some key indicators that you can use to gauge the effectiveness of your efforts, such as:
Boundary spanning is a critical element that can help you achieve your marketing goals in today's complex digital ecosystem. By connecting with different groups within and outside of your organization, you can create more effective campaigns, expand your reach, and build stronger relationships with customers and stakeholders. So why wait? Start implementing boundary spanning in your marketing strategy today!
