Evan Davies discusses the power of community marketingDavid Patrick
In a fascinating debate on The Bottom Line – the BBC’s business discussion programme with Evan Davies – the concept of community marketing was articulated very well by Robin Wight of the Engine Group.
Advertising, he argued, has moved from being about intrusion to engagement. TV advertising intrudes on our programme watching. While today’s marketing is much more about listening and engaging with consumers. Successful brands are those which interact with and relate to their customers
This notion of community marketing is very much one which we are championing. We identify the communities our clients are connected to and starting listening in to what people within those communities are saying to one another. We then start to contribute to the discussions and introduce our clients brands and services.
It is tremendously powerful when done correctly as you can really engage with people who then become advocates of your brands. And we all know word of mouth is the most powerful form of advertising.