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New Marketing (Marketing 2.0) & External Communications
Some executives say the tools are already having visible effects, such as better communication with customers
Imagine you have all your customers in a virtual environment who you can talk to all of the time. Customer communities are the low cost way to engage with customers on an ongoing basis, allowing you to test products, collect customer feedback and ideas almost instantly without the need for commissioning large research projects.
While we love the technology side of communities we also understand that it is the facilitation of communities that really makes the difference.
"Marketers have long known the power of engaging in dialogue with customers. But those who push the boundaries of customer dialogue also understand the power of communities of consumers united in affinity for a brand, bound by geography, or engaged in similar lifestyles. The growth of these consumer network-building systems is the first seismic shift in the loyalty landscape.
In the loyalty game, helping to create customer groups bound by shared interests is a way to develop a sense of community around your brand. Communities have always evolved organically, without help from marketing, but today smart marketers are tinkering with the DNA of their customer bases to push the boundaries of customer communities outward."