Best Practice Report

Customer Communities Are Buzzworthy Again: Answer Four Key Questions Before You Jump In

December 11th, 2019
Emily Collins, VP, Research Director
Emily Collins VP, Research Director
With contributors:
Brigitte Majewski , Chahiti Asarpota , Christine Turley

Summary

Community-related marketing is back in vogue. Marketers want to connect more authentically and emotionally with empowered consumers. Digital-native brands like Peloton and Glossier make it seem easy to cultivate cult-like followings using social networks. But building and maintaining community still requires consumer readiness and resources. This report helps B2C marketers understand what has changed and decide whether to build or join their customer community.

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