Posts tagged with "Community"

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eCommunity is an important part of the B2B internet marketing mix

Community is a concept with many possible definitions. I define community within the context of Business to Business Internet marketing as a group of business people with shared interests who interact electronically to communicate about those shared interests. For a community sponsoring firm, a community should be about initiating and sustaining productive and profitable customer relationships that add value to the customer-product lifecycle.

Forrester Analyst Daniel O’Brien writes, “Emerging online communities of customers and partners are precursors to full-time eBusiness networks. Companies that listen, participate, and distill community insights will improve product development, marketing, and customer support.” A McKinsey study found that eCommunity users are twice as likely to purchase your products, twice as likely to remain a customer and will use your eCommunity application nine times more frequently than non-members. McKinsey further found that eCommunity applications can lower customer service costs by up to25% relative to tele-service and can save up to 30% in product development costs as a result of increased collaboration.

The benefits of integrating an eCommunity application within your Internet Marketing mix include:

  1. Higher profits through more and faster sales to new customers, faster product evolution and larger more efficient sales to current customers
  2. Overall cost reduction by leveraging the Web as the lowest cost to serve c…

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