The marketing influence of the online community to establish the brand value of the online community

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Finally dare to say that there are so many online consumers understand that advertising also has real value. When the right time to put targeted, relevant advertising information to consumers, you can easily convert a casual visitor to your customers. But in order to make this customer a loyal, long-standing customer, simply showing the value of the product is not enough and you need to do more to show your brand value to the online community where the shopper is located.

Online communities are critical to consumers. It provides consumers with a public platform to express their views and to convey their views and ideas to like-minded people. On this platform, they not only feel their own power, they can also positively influence their peers and understand the changes in the internal market. Happily, for brand marketers, the value of such a community is two-way: consumers can get a lot of information, and brands that understand the potential of online communities can also benefit. In terms of expanding product coverage and exposure, online communities offer many opportunities, and in terms of emotional and social impact, online communities have a big impact on potential customers. These opportunities help brand makers expand brand awareness and increase product sales.

You just have to look at the popularity of social marketing to know that this theory is tenable. In the social community to create brand brands, in terms of visibility and product loyalty has gained a lot of revenue. Earlier this summer, a study published by the Market Research institute ROI Research found that 36% of respondents were more loyal to the brands they followed on Facebook. 46% of respondents said they were more loyal to the brands they followed on Twitter. Overall, about half of the respondents said they would be more likely to talk about, recommend, or buy branded products they follow on a social networking site.

Other forms of social media, such as blogs, have prompted similar reactions from consumers. According to a study of "social media issues" conducted this year by Nielsen, the Market Research institute, and online community blogher, 97% of consumers believe the information and advice they know about blogs, and 80% of consumers buy products based on the advice they believe their blogs offer. In fact, the study found that blogs, forums, portals, and other niche communities have provoked a strong response from women consumers. A report on the subject found that when asked about the views of users on websites such as ivillage, BabyCenter and CafeMom, about 50% of female respondents said they believed in the sites and believed in the brand and product information provided on the site. More than 50% of respondents believe that online communities play an important role in informing users of new product information. And 47% of respondents said online communities helped them make purchasing decisions.

We know that online communities can help consumers understand and become familiar with brands and maintain long-term, loyal relationships, but experts quickly point out that it is very difficult to create such communities. To succeed, you need certain factors, such as social conditions, common behavior, and a culture of mutual support and dependency. But these factors are often elusive.

Therefore, this can be summed up as follows: As a brand marketer, you have two options available for reference. The first is to create an online community of your own. This requires substantial financial input and many resources for sustainable development, including professional staff. Some brands can do this, but some brands, for a variety of reasons, cause things to go beyond their control and ultimately fail to do so.

The second option is to infiltrate the existing community. If you can do this, you can connect with consumers in a meaningful way. But this interaction must be mutually beneficial, and we must provide something first in order to expect some reward. Interaction through online communities must also be meaningful, and consumers should be aware of why this interaction is taking place, and why this interaction is within the community. Brand makers cannot let consumers guess whether the product marketers have made a mistake in choosing this unrelated community.

You actually have a lot of well-built, and increasingly powerful, and enduring online communities. But it is not uncommon for online communities to offer many meaningful and important digital marketing opportunities. Over the next few weeks, we will look at the ways in which these two online communities are taking advantage of the advantages that have been gained by customers and advertisers alike. These tactics may surprise you.

(Original: September 1, 2011, compiled: Zeng Cui)