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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 ...
