For Interactive Marketing Professionals

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	August 12, 2009 (updated August 17, 2009) Use Online Communities For Strategic Insight Member Opinions Will Strengthen Your Marketing Strategies by Lisa Bradner with Cynthia N. Pflaum, Josh Bernoff, Emily Bowen	Average: 9  (2 ratings)

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Executive Summary

Community input offers marketers an intimate — and continuous — understanding of brands, but only if you're willing to listen closely to what members have to say. If you're ready to improve your brand strategy using community insights, partner with market research first. Then decide which objective to pursue, whether to keep membership restricted or open, and whether to recruit customers or prospects. You can use feedback to uncover what consumers really want or to design new products and marketing programs. The key is to get your research team to focus on what's important in a sea of open-ended responses: insights that matter to your marketing plans. Research communities will redefine marketing planning, making agency relationships more complicated.

TABLE OF CONTENTS

• Communities Keep Marketers Close To Customers
• Most Marketing Activities Can Benefit From Community Input

RECOMMENDATIONS

• Sort Through Community Feedback Effectively

WHAT IT MEANS

• Community Insights Will Redefine Marketing Planning
• Supplemental Material
• Related Research Documents

This is an excerpt

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