Ocean Innovation Challenges: How Strategic Marketing Can Make a Difference

In the ever-evolving landscape of ocean innovation, traditional cookie-cutter marketing techniques often fall flat. The ocean innovation sector is unique, with its own set of challenges and opportunities that conventional marketing methods fail to address effectively. But why exactly do these traditional approaches miss the mark?

The Marketing Challenge in Ocean Innovation

Complex and Uninformed Audience

The audience for ocean innovation is highly diverse and often lacks a fundamental understanding of the issues at hand. Unlike conventional markets where consumers may have a baseline familiarity with products or services, ocean innovation requires significant educational efforts to bridge the knowledge gap.

Underinvestment and Limited Resources

Ocean startups often struggle with underinvestment from both public and private sectors. The World Economic Forum highlights that the ocean economy is substantially underfunded, with only 7% of US-based environmental and animal philanthropy directed towards ocean causes. This lack of financial support makes it difficult for startups to gain the visibility and traction they need to succeed. Effective marketing requires proper investment, which many startups deprioritize in favor of immediate operational needs. This short-term thinking can hinder long-term growth and success.

New and Innovative Solutions

Innovation inherently involves developing solutions that currently don’t exist. This means ocean startups face the dual challenge of creating groundbreaking technologies while simultaneously educating their audience about existing problems and the innovative solutions they offer. This complexity is often too much for traditional marketing strategies to handle effectively.

How Strategic Marketing Can Help

Education at the Forefront

A well-crafted marketing strategy should prioritize educating the public about ocean health and the innovative solutions being developed. Engaging content that simplifies complex issues can resonate with a broad audience and build a foundation of understanding and support.

Leveraging Multiple Channels

Utilizing various marketing channels, including social media, industry conferences, and targeted outreach, can help ocean startups gain the recognition they need. Building strong relationships with key decision-makers is crucial to securing the necessary support and investment.

Enhancing Cross-Sectoral Understanding

Creating targeted campaigns that illustrate the benefits of ocean innovation across various sectors can broaden its appeal and support. Case studies and real-world examples can effectively convey these messages, demonstrating the tangible impact of ocean innovation.

Whale Seeker: A Case Study

Whale Seeker, a client of Probity Marketing for nearly three years, exemplifies how strategic marketing can drive success in the ocean innovation sector. Whale Seeker uses AI to detect whales in real-time, aiding conservation efforts and reducing ship strikes. Through targeted marketing efforts, Whale Seeker has achieved:

• Increased Public Awareness: Educational campaigns have informed the public about whale population threats and Whale Seeker’s innovative solutions, helping traditionally hesitant industries embrace AI.

• Engaged Decision-Makers: Strategic outreach and PR have connected Whale Seeker with key stakeholders and decision-makers, leading to increased support and investment.

• Promoted Collaboration: Marketing initiatives have fostered partnerships with other organizations in the ocean innovation ecosystem, enhancing overall impact.

The journey has been rewarding. Today, Whale Seeker is recognized as the first AI company in wildlife service to become a Certified B Corporation. Their groundbreaking software, Möbius, has earned international recognition from UNESCO’s International Research Center on Artificial Intelligence (IRCAI) as one of the top 10 AI solutions globally for achieving the Sustainable Development Goals.

Whale Seeker’s heightened awareness has opened numerous doors and translated into business opportunities, including:

• Qualification for Direct Government Sales Under the Pathway to Commercialization Program.

• Awarded $855K from the CNFASAR Fund to boost marine mammal detection with AI, among other contracts and partnerships.

The Importance of the Ocean and the Ocean Innovation Sector

The ocean, often referred to as the planet’s lifeline, plays a crucial role in our global economy and ecological stability. Covering three-quarters of the Earth’s surface, the ocean is a vast resource that supports biodiversity, regulates the climate, and provides food, energy, and livelihoods for billions of people.

Economic Significance

The ocean economy contributes over $2.5 trillion annually in goods and services. Industries such as fishing, tourism, shipping, and renewable energy heavily depend on healthy ocean ecosystems. Investing in ocean innovation can lead to sustainable economic growth, create jobs, and drive advancements in technology and infrastructure.

Ecological Importance

The ocean is vital for maintaining ecological balance. It absorbs about 23% of the annual carbon dioxide produced by humans, buffering the impacts of global warming. It is also home to diverse marine life, playing a key role in global biodiversity. Protecting and restoring ocean health is essential for sustaining life on Earth.

Human Livelihoods

More than 3 billion people rely on the ocean for their primary source of protein. Coastal communities, in particular, depend on marine resources for their livelihoods. Ocean innovation can ensure these resources are managed sustainably, protecting these communities from the adverse effects of overfishing, pollution, and climate change.

Climate Regulation

The ocean plays a crucial role in climate regulation by distributing heat around the globe. Innovations in ocean science and technology can improve our understanding of these processes and help develop strategies to mitigate the impacts of climate change.

The challenges facing ocean innovation are significant, but not insurmountable. With strategic marketing, we can bridge the gap between innovative solutions and the broader public, decision-makers, and investors. By educating, engaging, and promoting collaboration, marketing can drive the necessary support for ocean startups to thrive. Whale Seeker’s success demonstrates the transformative power of effective marketing in the ocean innovation sector.

Sustainable Development Goal 14 (SDG 14), “Life Below Water,” emphasizes the importance of conserving and sustainably using the oceans, seas, and marine resources. Achieving this goal is crucial for the health of our planet and the well-being of future generations. Strategic marketing plays a pivotal role in advancing SDG 14 by raising awareness, attracting investment, and fostering support for ocean conservation efforts.

Let’s continue to champion the health of our oceans and support the innovators working tirelessly to protect this invaluable resource. Contact us today to see how we can help amplify your voice in the ocean innovation sector.

faq

• What is the main challenge faced by ocean innovation startups?

  Ocean innovation startups face several challenges, including underinvestment, a diverse and often uninformed audience, and limited access to key decision-makers.

• Why is public awareness crucial for ocean innovation?

  Public awareness is vital because it helps inform and educate people about the importance of ocean health and the innovative solutions being developed to address marine issues. This awareness can lead to increased support and investment.

• How can marketing help ocean innovation startups?

  Marketing can help by educating the public, engaging decision-makers, fostering collaboration, and enhancing the visibility of ocean innovation solutions. Strategic marketing efforts can bridge the gap between innovative solutions and the broader audience.

• What makes Whale Seeker a successful case study in ocean innovation?

  Whale Seeker uses AI to detect whales in real-time, aiding in conservation efforts. Through targeted marketing efforts, Whale Seeker has increased public awareness, engaged decision-makers, and promoted collaboration, leading to significant recognition and business opportunities.

• What role does strategic marketing play in advancing UN SDG 14?

  Strategic marketing raises awareness, attracts investment, and fosters support for ocean conservation efforts, which are essential for achieving Sustainable Development Goal 14: Life Below Water.

• Why is cross-sectoral understanding important for ocean innovation?

  Understanding the benefits of ocean innovation across various sectors can broaden its appeal and support. Marketing can create targeted campaigns to illustrate these benefits, attracting investment and collaboration from diverse industries.

• What advice would you give to ocean innovation startups struggling with traditional marketing techniques?

  Ocean innovation communication needs to be strategic and tailored to different audiences. Traditional marketing techniques may not be effective. Instead, focus on educational campaigns, targeted outreach, and building strong relationships with key decision-makers.