Innovation is no accident. It happens when developers, partners, advocates, and support communities are mindfully cultivated in the spirit of doing things bigger and better. In an era where nearly every brand is a platform technology business, it has become essential to enable builders to connect, to succeed, and to inspire. Great things happen when creators lean in and take part in a collaborative ecosystem.
What is Ecosystem Marketing?
Ecosystem marketing is the process of creating and executing on unified marketing communications programs that engage all stakeholders of a technology platform. Partners, developers, customers, and employees - all of these audiences take different but often overlapping paths inside a platform ecosystem. Stewarding them along their journey with thoughtfulness requires understanding these nuanced differences and speaking to people authentically; that’s what ecosystem marketing is all about.
Think for a moment about cooking soup. It’s about the individual ingredients, the intangible additions brought by experienced chefs, and a recipe that never loses sight of what ultimately gets served for dinner.
For Catchy, this begins with vision, taking the time to understand the competition, to listen to the needs of talented development partners, to surface insights for decision makers, and then to execute on a well-crafted strategy. Just as every technology platform is different, there is no one-size-fits-all approach to marketing them.
When done right, ecosystem marketing uses the interconnectedness of people and technology to move innovation outside the building by attracting external partners and uniting them with the tools and resources of the platform. It’s a carefully chosen push in the right direction to facilitate a flywheel of growth. The more partners a platform has developing for it, the more attractive it becomes for customers. The more customers it has, the more attractive it becomes for partners.