Many of today’s companies are realizing that traditional marketing no longer works – they are finding it increasingly difficult to reach their target audience and to differentiate their offering in ever more overcrowded markets, as well as finding that with commoditization becoming the norm rather than the exception, customer loyalty is becoming a thing of the past.
And while many of today’s agencies are catching up to the new market realities, most of them have yet to make the shift and help their customers in ways that deliver quantifiable ROI’s – which is why many companies are turning for help to alternative sources.
The key to success these days is a company’s ability to tap into communities – existing or created ones. Communities can help with everything – from getting the word out, to gaining insight from the market on product requirements to market research and innovation.
As a few of us are embarking on a project to quantify how companies are leveraging communities within their business practices and how they measure success, we would love to hear from anyone involved with business communities. If you have a story to tell, please contact me at francois [at] emergencemarketing [dot] com