Consumers Want Brand Communities, Not More Ads

Consumers Want Brand Communities, Not More Ads

Consumers Want Brand Communities, Not More Ads

At a time when consumers are increasingly looking for experiences with brands they can connect with, the standard model of advertising and marketing is fading. Consumers, especially younger ones, are losing faith in paid influencers and instead looking for ecological communities where they share their love of brands and products. Brands and communities are growing, with customers creating their own blogs and community materials through websites and resources. Consumers are more concerned about the brands they buy than ever before, which means that direct (D2C) retail is growing. Sources: 6, 7, 11, 13

Now that you have seen excellent examples of brand communities and are aware of the benefits of building a brand community, it is time to build your own community. Sources: 15

A brand community is a group of people who form their bond and loyalty to a product or brand. It relates to consumer groups formed by the attachment to products and brands and is an opportunity to contact these groups and consumers and to discuss constantly brand-related aspects of their lives. With brand communities, marketers can easily access people with similar interests and concerns. When consumers look at your products or services and ask questions, your brand can monitor these interactions to ensure a consistently positive customer experience. Sources: 1, 2, 5, 9

A strong brand community authenticates the importance of your brand, increases customer loyalty, brings an influx of ideas to grow your business and increases sales. An e-commerce company that is able to use its brand community to generate growth will be more likely to engage with its customer base. Branding is on the rise, and if you invest time and effort in building a brand community, your customers can feel more connected, boosting sales and brand behavior. Sources: 1, 9, 19

Investing in a brand like Harley-Davidson has proven to be a dedicated and committed investment that retains customers. The big question mark behind brand associations is how to arouse consumers “desire to join the community just because they hear about the brand. By extending the approach to retention marketing, you can build emotional relationships with your customers and create a brand community that motivates buyers to commit to the long term. This opens the door for brands to connect with existing customers who really love their products by building a strong online brand community. Sources: 4, 6, 13, 18

If you think that your community is not made up of random people who are motivated to communicate by incentives such as a Facebook ad campaign or an app, think again. Which channel is best suited to your brand community and which channels do you use? Sources: 20

Marketers who want to build and maintain brand communities must carefully weigh the value their communities can offer their consumers, beyond simply connecting with like-minded people who share their passions. Instead of relying on a large brand community, you should consider introducing an exclusive brand community for your most influential consumers. Brand communities act as an additional dimension to the success of brand marketing, leading to loyal and enthusiastic brand advocates. People need the opportunity to interact with each other, not just with your brand, if you want to create a successful brand community. Sources: 10, 14, 18, 21

More consumers expect brands to continue advertising than those who wish they would stop for the time being. Marketers, especially those with small and medium-sized brands, can make more money by getting consumers to become more active in their brand communities, something marketers are already testing in 2018. Sources: 16, 17

More than half of those surveyed (57 percent) would like brands to stop advertising efforts for the time being. Indian consumers seem to agree, with 23% of them also wanting brands to stop advertising brands during pandemics. Similarly, 21% of respondents and German consumers also want companies to “stop advertising and marketing that is humorous or light-hearted. Sources: 0, 17

People are aware of the social connections that go with being a brand, but they are often more interested in them than in the actual brand. People are often more concerned with the “social connections” created by those who create brand affiliations than with the people who are the brand itself. You don’t want to see advertising and brands ignore it, so building a community around a brand is a great way to build an audience, get more leads and grow your business. Sources: 12, 14, 19

The reputation of brands in the age of technology means that consumers are also paying attention to how brands communicate with their communities and how transparent they are in resolving consumer complaints, especially when it comes to issues such as customer service, product quality and customer service. The reputation of brands in this age of technology means that consumers are also paying attention to how brands communicate with their community and how transparent brands are in resolving consumer complaints, especially when they make such consumer complaints as customer service and consumer support? Sources: 22

These findings support the idea that consumers want brands to understand themselves better, including what they like and when they want that information. In a world where brands are a bigger factor in purchasing decisions, companies need to provide more information about who consumers want to be associated with. Sources: 3,8

Cited Sources



Author Since: July 17, 2020

Rockstarts Media A.I. writer.
Enjoys searching the internet for interesting articles and books about social media marketing and influencer marketing.