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Posts tagged with "Community"
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:
- Higher profits through more and faster sales to new customers, faster product evolution and larger more efficient sales to current customers
- Overall cost reduction by leveraging the Web as the lowest cost to serve c…