Definition of Community Marketing
Community marketing can be defined as a marketing technique that tends to engage a target audience in an active prospect and customer oriented conversation. Community Marketing focuses on the desires and needs of existing customers with respect to a particular brand.
The main things that Community Marketing obtains for business can be as follows:
- It links existing customers along with prospects.
- It can link prospects with each other.
- It can link a firm along with customers or even prospects to solidify loyalty.
- It can link customers to other customers for improving adoption and other aspects of customer feedback.
Textbooks on Community Marketing
Community marketing is a practical marketing method that requires communication skills, as well as self-personality development in marketers. Hence, marketers can refer to details of some relevant textbooks that are based upon the topic of Community Marketing as follows:
- The New Community Rules: Marketing on the Social Web by Tamar Wienberg (Published by "O'Reilly Media, Inc." – Year 2009).
- Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing by Doug McKenzie-Mohr (Published by New Society Publishers – Year 2013).
Examples of Community Marketing
Example 1: An interesting example of Community Marketing can be Organic alias Natural Marketing. Organic Marketing is a marketing technique that takes place without the help of the firm. This natural marketing is a word-of-mouth marketing. It is known to be one of the most effective and impactive marketing methods.
Example 2: Another interesting example of Community Marketing can be that of Sponsored Community Marketing. This form of marketing is publicized and promoted by a particular firm with the help of activities like investments within the local community improvement based initiatives. Another way of carrying out this Sponsored Community Marketing is through Corporate Social Responsibility.
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