Community-marketing: to apply or to refuse?

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In today's note I want to mention of one more marketing tool which can both to do much harm, and to help the companies with strengthening of the competitive position. It will be a question about application of community-marketing or «marketing to communities».

First of all, we will deal with the concept of community. In a case with a product or service (namely about this will er blog), the community is a group of the active users united by the general interest to the given product. Concept "interest" is wide enough are councils about product use, area of its application, discussion about improvement of fuctions, discussion of products-competitors, resolution of problems with use of a product and other.

The key moment for formation of high-grade community is possibility of communications between its participants, knowingly the word community is conformable to a word "communicate".

In a century of information technology presence of community around your product is capable to introduce essential value in a marketing complex. Let's consider these pluses:

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Community Marketing

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If you are trying to leverage communities as part of your marketing, there are a few things you need to approach differently.

1. Think consumer tribes – not market segments

The most important thing to know about your potential community members is how they behave with one another. That is much more important than to understand the market segment to which they belong based on market characteristics. That does not mean that traditional market segmentation will not allow you to discover tribes in some cases. As someone pointed out last week when we presented this concept at the BRITE conference, traditional market segmentation might have uncovered the stay-at-home moms as a segment in the health market. While true, traditional market segmentation would have described them by age bracket, income level and other such characteristics – and not by the behavioral characteristics that are so critical to understand how to structure the initial community.

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Thursday the 18th.