Smarter together: Why networking is essential for marketing managers today
In the dynamic world of marketing, innovation, speed and adaptability are no longer just an option, but fundamental prerequisites for sustainable success. Markets change in ever shorter cycles, channels often emerge, disappear or shift their effects faster than strategies can be adjusted. Especially at management and decision maker level, it is no longer enough just to look at your own desk. If you want to lead effectively today, you need to look to the outside world, because the exchange with colleagues who are struggling with similar challenges, follow different perspectives or break new ground becomes a strategic advantage that should not be underestimated. And this is not to be seen as an occasional impulse, but as an integral part of one's own development. In today's complex and digital world, the key no longer lies in “getting better alone,” but in collective learning, shared intelligence and shared experiential knowledge. The focus is on two concepts: networks, as an active creation of connections and Swarm knowledge, as a targeted use of collective thinking.
Networking: More than just exchanging business cards
Many still understand networks to mean a relaxed exchange at conferences or the addition of new contacts on LinkedIn. But real networking goes deeper: It thrives on active dialogue, sharing experiences and solving challenges together, which can create spaces for ideas, inspiration, feedback and genuine cooperation.
Especially in marketing, where there are rarely universal solutions, this networking is invaluable. Anyone who communicates openly benefits in several ways:
- Exchange of experiences: Whether it's campaign management, budget issues or new tools, many challenges are similar. The exchange with like-minded people saves time, supports strategic decisions and prevents expensive mistakes.
- Impulses & Innovation: New perspectives often arise through dialogue. What works in other industries? How can a creative approach be adapted? Innovation is created where different perspectives meet, outside of one's own bubble.
- Share knowledge, receive knowledge: Networking doesn't just mean taking, it's also giving. Anyone who contributes their own experience receives valuable feedback and at the same time demonstrates professional competence and leadership qualities.
- Mentoring & personal growth: Networks provide a platform for individual and collective learning. Particularly in heterogeneous groups, a fruitful mix of experience and fresh approaches is created.
From networking to swarm knowledge: When many know more than one
A strong network is more than a contact list, it is an active store of knowledge. The basis for this is a principle that is highly relevant both in nature and in research: swarm intelligence.
Groups with diverse knowledge, different experiences and perspectives often find better solutions as individuals, even if they are experts. The prerequisite for successful swarm intelligence is a structured, respectful exchange in which every vote counts. In everyday working life, this means that regular exchange promotes collective intelligence and can deliver better results. What is an unresolved problem for one person may be routine for another and vice versa. This is exactly what makes networking one of the most effective tools in modern marketing.
Local Brand X promotes active networking: The Community Center and Local Marketing Day
Local Brand X has recognized this need and in 2024 the Community Center launched. Here, customers can exchange information on a wide range of topics on a daily basis and benefit from each other. Regardless of whether these are success factors when using the local marketing platform, general challenges in local marketing or the measurability of success.
Such topics can often be addressed more quickly, practically and reliably in a network than through lengthy research or isolated testing.
An excellent example of swarm knowledge in action is also the 1st Local Marketing Day by Local Brand X. On September 23, 2025, marketing managers from all over Germany will come together to exchange ideas in an open, practice-oriented and equal way.
Unlike traditional conferences, the focus here is not just on listening, but on active exchange. The entire event is designed to connect knowledge and not to isolate it. Whether it's best practices in local marketing, digitization of brand processes or new channels for brand management: The added value comes from working together, in the spirit of swarm knowledge.