The Current State of Community

Photo via @tracksmith.

As we move further into the 21st century, the way that communities are built and function is changing. Traditionally, communities were based around geographic location – people who lived near each other would come together to form a community.

However, in the internet era, a community can be based on shared interests or activities, regardless of where people live. This shift has implications for brands, as a community is becoming an increasingly important factor in customers' purchase decisions. Let's explore what the future of communities looks like and how brands can capitalize on it.

What Is Community Marketing?

Community marketing is a form of marketing that focuses on creating and maintaining relationships with potential and current customers. It is based on the idea that it is more beneficial to keep existing customers happy and engaged than find new ones.

One key component of community marketing is customer engagement, which involves creating opportunities and experiences for customers to interact with the company, its products, and each other. Social media, online forums, customer surveys, and events are all ways to do this.

Another critical aspect of community marketing is customer loyalty, which means ensuring that customers are satisfied with their experience and are likely to continue doing business with the company. Customer loyalty can be achieved through providing excellent customer service, offering rewards and discounts, and constantly innovating.

Community marketing requires a long-term commitment and investment in relationships. It is not a quick fix or a one-time solution. Instead, it is an ongoing process that requires continuous effort. However, the payoff can be significant, as happy and loyal customers are more likely to become brand advocates and help promote the company to others.

Learn how 7 brands have built strong communities.

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