No matter the product, service or industry, those goals likely include:
1. Starting a relationship with your customers that can't be duplicated by the competition, encouraging loyalty and providing value.
2. Maximizing customer interaction time with your brand, as well as building mindshare and influence.
3. Building an e-mail list for targeted follow-up and communication.
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And Hey!!
Please share your opinions. What do you think about the most important goals when building a brand community ????
I agree that all the stepts mentioned are usable by all the companies who developed brand communities on their servers.
ReplyDeleteEven if the brand communities are ment, in theory, to serve just the people and allow interaction and bonding, it will be naive to think that, in an era where every internet click is monitored the comany will not use it as a powerful research tool in order to understand its customers.
The data mining for future email marketing has tough to obey the double opt-in rules of permission/conversational marketing so as not to be interpreted as invasive by the members.