Growth through existing communities

There is a third way between mass marketing and one-to-one marketing.

Communities are the environment where relationships are established, reputations are shaped and choices are influenced. And yet, most marketers fail to recognize it and act on it. This is partly because building a proprietary brand community is often unsuccessful, and contributing to existing ones requires long-term investment in tangible and intangible resources.
However, there is a more immediate option to start addressing communities within a marketing strategy.

In our latest paper, we introduce Community Marketing as the third pillar of customer acquisition (alongside mass and one-to-one) and share two frameworks to make it actionable:
• Community Investment Map - prioritise where to play
• Community Entry Strategy Matrix - define how to play

Discover how leading brands are growing through existing communities, with real case studies and strategic guidance.

Download the full paper here