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Rasananda PANDA

1. Community Marketing: an effective Marketing Strategy
Rezumat:Marketing communication is playing very vital role in creating and maintaining brand image in the mind of consumers. Community marketing is one of the effective, efficient and low cost marketing communication strategies for various purposes. Community marketing includes creation of group of consumers, suppliers, or intermediaries having common goal, liking or usage of the product. The practice of community marketing is very old. In the present scenario community, marketing is practiced through social media. Community marketing is a process that includes creating an engaging brand presence of particular product or services or organisation in order to interact with a community of existing customers as well as prospective consumers. Various online platforms are used for community marketing. It occurs in places like enthusiast groups, Facebook groups, online message boards and Twitter accounts. However, this digital space marketers provide space for the entire community to share views about products or services or organisation. Research also reveals that marketers obtain mileage through community marketing in terms of brand awareness or brand belongingness amongst present brand users. However, recent trends reveals that it has been widely used for feedback from customers, identification of customer’s needs, better customer-focused product development, better positioning for damage control, enthusiastic word-of-mouth marketing and transparency. Recent evidences indicate that various advertisement campaigns of the multinational companies in India are also supported though community marketing through various social media to make them more effective and successful. The present study is an attempt to evaluate the effectiveness of community marketing by various community-marketing practices followed by marketers. Influence of community marketing initiatives though various social media platforms for generating commercial advantage is also being examined. Marketers can easily generate word of mouth publicity though such community marketing. The scope of present research includes examine online marketing community practices in the Indian context only. The said research work has followed exploratory research design and it is based on secondary data from various platforms of social media. Various advertisement camping as well as community activities executed by the marketers are evaluated from the view point of the participation of the consumers and reaction by the marketers in this paper.
Autor(i):Belur BAXI, Rasananda PANDA, Anushree KARANI
Publicat în:Revista Română de Marketing 3/2016 [Volume 11, Issue 3] (iulie-septembrie)
Cod citare:7638

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