Summary
The theme of the article is virtual communities and marketing to these communities. The article discusses different types of virtual communities online and the type of members these communities have. This is important to understand how consumption information is broadcasted online and what consumers are saying about the product or service. Understanding these will allow marketers to better target their customers and increase sales. It is also interesting because it demonstrates a shift of power to the consumer from the marketer.
The main point the article is trying to make is that marketers should begin to discover the different types of communities existing for their product, how to reach them and begin to engage in those communities. They should start to form bonds with the insider and devotee users in those communities.
Theories and Methodology
The main theory is the virtual community marketing (VCM) theory, which labels database marketing as old and inefficient, and introduces a new method of marketing for marketers. The discussion enlightens on loyalty, retention and attention theorizing that the scarcest commodity in the information age is human attention.
Reaction and Analysis
I felt this article was effective in bringing forth VCM. The idea behind marketing using social media is fairly common; however, the detail to which the author of article brings this method provides clearness and interest into this topic. I haven’t considered the pareto rule in online communities, though it makes perfect sense that the insiders and devotees of virtual communities form 20% of the
members and possess the most influence in that group.
This article teaches the fundamental aspects of doing marketing online. The new approach isn’t the classic cook, bake and serve rather a more lets mix the ingredients together and see what comes out while in the process forming a connection between the consumer and the producer.
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