The marketing challenges of asia email list communities

[susmitan]

Interactions between internet users are the subject of particular attention in marketing since they correspond to real processes allowing us to know what individuals think of your products, your services or more generally of your company. This is why the study of online communities (or virtual communities) is more essential than ever in order to understand consumer expectations. But more concretely, what asia email list is an online community and what are the interests for companies? Particular social groups there are many debates surrounding the exact definition of online community. However, it seems that today 2 definitions are accepted: web marketing training an extensive definition that suggests that communities are synonymous with the pooling and grouping of individuals. A restrictive definition that says that communities are particular social groups where individuals are brought together by specific bonds that do not exist in other forms of grouping.

When we talk about online community, the central element that brings people together is the exchange . By looking more closely at the subject of these exchanges, it is possible to draw up a typology of online communities: experience communities : they are present on the sites where internet users share their opinions, their criticisms, give ratings and asia email list other internet users in their choices. We find for example this type of community on the allociné site. Exchange communities : they are generally present on sites or use file sharing software. These communities seek to take advantage of modern computing and the internet through the sharing of digital files. To cite just a few examples: the peer to peer software emule or the oleoo forum. Epistemic communities : they seek to develop and build knowledge for complex goods through identified objectives which are: to communicate to produce new products more suited to the uses of individuals.

This is for example the case with the ubuntu community or the xda-developers forum. However, this typology of online communities should not be seen as a ready-made recipe for effectively reaching internet users. No, that would be too simple. Indeed, each online community is distinguished by a particular functioning and mode of asia email list as well as specific motivations and interests. This is particularly the case for brand communities. The power of brand communities if there is one type of online community that particularly fascinates marketers and businesses, it is brand communities. A definition that is difficult to sum up as it is comprehensive suggests that brand communities are “ particular groups formed around a common practice or interest, sharing common values, attitudes and practices as well as a reciprocal feeling of belonging ” (thomas stenger, 2011).

This strong sense of belonging and this relative similarity in practices among brand communities make them prime targets for marketing and communication actions. Indeed, we must not delude ourselves, what we expect is: more loyal targets, positive word of mouth, the creation of specific content... The example that comes to mind asia email list is that of the community of apple fans since people can go so far as to tattoo the brand's logo to prove they belong to it. Or was it following the fashion effect launched in early 2012 in the united states? What are the interests of online communities? Brands are constantly wondering how to engage in new relationships with consumers, moreover it is not trivial that community management has taken on such a scale for 3 years.

Fortunately, there are a few simple basic principles, perhaps (probably) already known by some, but a reminder never hurts: transparency ; honesty; the choice of the most appropriate mode of participation in relation to its target; the choice of the right technology, again in relation to its target. If the search for the engagement of online communities is becoming almost a priority within social media teams, it is because these communities have real potential, in particular: exemplary loyalty , a source of quick profits; significant participation , generating asia email list around the brand; a rich source of information , which implies the need to be on standby; co-creation of content and therefore of value for the company. However, alongside this non-exhaustive list of the interests of online communities, which provides a positive overview, online communities also constitute potential pressure groups, which implies controlling actions well in order to avoid bad buzz. Especially. To bounce on a fresh article, we can then really ask ourselves the question of whether asia email list managers will conquer the web? I think for my part that they have all the cards in their hands to become the marketing managers of tomorrow.