In recent years, “community marketing” is a marketing method that has been gaining attention across BtoB and BtoC companies, regardless of industry.
But what is the essence of it?
For what purpose should we work on it? In this article, we will discuss the definition of community marketing and how it can be applied to your business.
In this article, I would like to introduce the definition of community marketing and the four main purposes for implementing it in a company.
Community marketing, as the name suggests, is a marketing method that utilizes user communities.
In general, it refers to the use of “communities of existing customers” for marketing purposes.
The term “community marketing” is also used as an umbrella concept for both online and offline community initiatives.
The term “community touch” is also used in a similar sense. I would say that community touch is often used by BtoB SaaS companies, while community marketing is used by companies that provide BtoC services.
The important thing about community marketing is that it is a method of marketing. In other words, if “building a community itself is a goal / objective”, it is not community marketing by definition.
The goal is to create value for your company and your business, and providing a community that is beneficial to users is a means to an end.
There are four main purposes for which community marketing, especially online community marketing, can be used by companies.
An international apparel company that uses Commmune has succeeded in reducing research costs by about 50% and accelerated the acquisition of effective feedback.
Nagi Spirits Co., Ltd, which operates Ramen Nagi, operating a community for the purpose of effectively obtaining feedback and ideas from customers who visit the store, says “A user community that has realized the effect of sending customers and effective product development”.