In the age of customer engagement
and relationship building, incorporating vertical communities as part of your
startup marketing strategy has become a necessity.
The idea of the vertical community
is to bring customers and businesses together to ensure the success of each. So within the equation, the customer would
receive the desired product and the business would produce efficiently and
deliver a product on-time at an ideal price that the customer is willing to
pay.
The vertical community is however
dependent on the relationship between marketing and information technology.
This is why it is critical for your
business to have online as well as offline customer touch points. Today’s customers are watching (video),
reading (comments & posts) and participating (tweeting, following and
sharing) in the buying process… in order to be able to effectively respond to their
needs, businesses must be able to reach its customers whenever and wherever
they are.
The benefits of using this method of
marketing are significant. Because the marketing
campaign integrates technology, the customer feels more ‘in-touch’ with the
business and hence more empowered.
The business in its bid to maintain
its reputation will become more responsive to customer queries and may even
incorporate customer suggestions that make the business better. The
business on the other hand will experience an increase in its customer loyalty
and can institute a successful customer oriented business.
Marketing methods using social
media, online & digital marketing and smart technology though they may seem
like an expensive investment can significantly impact your startup’s bottom line. Of course, while you may not be able to
incorporate all elements at once, definitely start with social media. It is relatively easy to set-up and you have
an existing client group in your family, friends and colleagues.
Here’s to vertical communities!
Source: The Value of Vertical
Communities by Harry Klein, VP Customer Success at Appsembler
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