As the world increasingly shifts to digital, so too does the landscape of marketing and advertising. Traditional advertising techniques are losing their impact, as consumers become more and more immune to the hard sell. In response, marketers are turning to community-based marketing techniques that build relationships and connections with consumers.
There are several reasons why community-based marketing is taking over traditional advertising. Firstly, consumers crave connection and trust and are more likely to buy from brands that they feel connected to. Secondly, community-based marketing is more cost-effective than traditional advertising, as it relies on word-of-mouth and organic growth. Finally, community-based marketing has staying power, as it builds loyalty and keeps customers coming back for more.
If you’re looking to get started with community-based marketing, then check out our guide on how to get started.
For decades, traditional advertising techniques have been the go-to marketing method for businesses looking to make an impact. From red-letter newspaper ads to spot television commercials, businesses of all sizes have relied on these forms of advertising to get their message out. Unfortunately, these traditional forms of advertising are losing their effectiveness, as consumers become increasingly immune to the hard sell. Ad-blocking technology has become more and more popular, with 30.2% of global consumers now using ad-blocking technology on their browsers. Additionally, the proliferation of social media has shifted consumers' attention to more meaningful content and experiences. As such, traditional forms of advertising are no longer as effective as they once were. Consumers no longer respond to overt, in-your-face marketing tactics, so marketers have to look for more effective ways to reach their audiences.
The major difference between traditional advertising and community-based marketing is the element of connection and trust. Rather than relying on hard-sell marketing tactics, community-based marketing relies on building relationships with consumers. For consumers today, trust is paramount. They want to buy from brands that they can trust, and that makes them feel seen and valued. To foster trust, community-based marketers rely on creating a dialogue with their audiences. Through customer service and support, product reviews, and user feedback, marketers can foster relationships with their consumers that bridge the divide between audience and marketer. With consumers becoming increasingly wary of traditional marketing tactics, this level of connection and trust between brand and customer is essential.
One of the primary ways that community-based marketers build relationships with their consumers is through community building. Through online forums, social media, and live events, marketers can create an ongoing dialogue with their audiences and build relationships, one conversation at a time. By creating an ongoing dialogue with their consumers, community-based marketers can quickly identify what their consumers want, and how they can meet their needs. This turns consumers from passive recipients of marketing messages to active participants in the brand’s story. Through these conversations, marketers can build a community of passionate customers that feel connected to, and invested in, the brand.
One of the main benefits of community-based marketing is that it is more cost-effective than traditional advertising. Traditional advertising requires a large outlay of money, with no guarantee of a return on investment. Community-based marketing, on the other hand, relies on organic growth, which is much more cost-effective. With community-based marketing, businesses can leverage the power of word-of-mouth and organic marketing to reach more consumers at a lower cost. Through organic growth, businesses can connect with more customers and build relationships with them, without having to pay for expensive traditional advertising campaigns. Additionally, community-based marketing campaigns are more likely to lead to loyal customers, as they are more invested in the brand’s story.
The relationships built through community-based marketing techniques have an incredible amount of staying power. Unlike traditional marketing techniques which often have a short-term impact, community-based marketing can create long-lasting relationships with customers. Customers are more invested in the brand’s story and more likely to become repeat customers. Additionally, community-based marketing often leads to customers becoming brand advocates. Through word-of-mouth and online reviews, satisfied customers become ambassadors for the brand, bringing in more business through organic growth. This leads to a snowball effect, with each customer bringing in more and more new customers.
If you’re looking to get started with community-based marketing, there are a few steps you can take. You can select our custom marketing plans and become active in your community with our full spectrum service. Check it out now