Cosa comporta il marketing di comunità?

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Community-based marketing therefore exploits this natural human propensity for aggregation and fuels it by providing values, messages and meanings to be shared by members of the community itself (both online and offline).

You don’t even have to go to the trouble of creating a accurate mobile phone number list community from scratch (you have no idea how much work and effort that means!).

Brands can choose to enter with determination into a community that is already well and truly established! (Not that this doesn’t involve effort and work, mind you).

In both cases, community building requires constant contact with the “base”, and the creation of as many opportunities for interaction as possible (such as events or groups), up to the creation of real traditions (festivals, gatherings, etc.).

Community building is a long-term process that requires focus and consistency.

Advantages and disadvantages
Advantages:

Better customer experience
Greater loyalty
Word of mouth growth
Humanization of the brand and the customer
Disadvantages:

A specialized skill set is required
Long-term approach
High commitment
In short, in addition to the undoubted advantages listed, we are talking about practices that although they seem easy and natural are different (sometimes diametrically opposed) to traditional marketing.

Companies that adopt community-based marketing will face the challenge of measuring the effectiveness of this strategy, managing negative feedback, and the need to constantly fuel conversation around the brand.

Some examples
Lego
The Lego community is an excellent example of community-based marketing, which manifests itself in the form of a web platform called Lego Ideas .

The platform allows community members to share ideas for new products and proudly showcase the creations they have made using Lego.

Members can then vote and comment on specific ideas.

In addition to building customer loyalty, this strategy is a great source of UGC (user generated content), not to mention the great value of what we might call spontaneous market analysis.

Adidas
The Adidas Creator's Club may seem similar to the Lego strategy, but it brings the gamification factor into the community.

Community members can complete tasks like uploading images or participating in a workout to receive rewards like early access to sales, product discounts, or exclusive invitations to events.

It is a way of creating a highly active and engaged community, which has great potential to share branded content outside the platform, to their circle both online and offline.