Community marketing

Community marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. Whereas marketing communication strategies such as advertising, promotion, PR, and sales all focus on attaining customers, Community Marketing focuses on the needs of existing customers. This accomplishes four things for a business:

  • Connects existing customers with prospects
  • Connects prospects with each other
  • Connects a company with customers/prospects to solidify loyalty
  • Connects customers with customers to improve product adoption, satisfaction, etc.

There are two types of community marketing:

  • Organic (created by users with no company intervention)
  • Sponsored (fostered and hosted by a company)

Recent skepticism building among consumers as a result of blatant advertising and other unethical communications has affected the success of the sponsored form of Community Marketing. Continuing success in community marketing strategies has been found in engaging and cultivating the natural communities that form around their product/service.

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