Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Customer & Digital Experience » Good morning: Are communities the future?

Good morning: Are communities the future?

The days of transactional marketing are over.

Kim Davis on November 3, 2021 at 10:19 am | Reading time: 2 minutes

MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketing leader. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.

Good morning, Marketers, and are communities the future across all verticals?

I was just reading about some results from a survey conducted in the U.K. last month by Amity, a platform that creates in-app social experiences. 72% of consumers are likely to return to a brand that creates strong online communities. Now, let’s apply a little critical distance. It was a survey of 500 consumers, a small sample; and Amity’s in the business of building digital communities.

Nevertheless, the trend strikes me as plausible. And it is no doubt yet another of the seemingly infinite series of trends accelerated by the challenging health, social and political environments we now inhabit. Consumers want to feel valued (nothing new), they want brands to share their values (a newer and growing trend) and they want experiences not just products; authentic engagement, not just transactions.

Here’s the twist. Those facts don’t just apply to consumer brands any more. B2B buyers too have had enough of just being sold to; being upsold, cross-sold…sign on the dotted line. And with subscription models widespread, it’s easier than ever to look elsewhere. Smart B2B brands are thinking about communities too — and customer lifetime value both at the account and business level.

Kim Davis

Editorial Director

Shorts

People. Bazaarvoice, the UGC management platform, has announced the appointment of Zarina Lam Stanford as CMO. Stanford comes from Rackspace, where she was Chief Communications and Marketing Officer. She has also held executive appointments at IBM and SAP. 

No code. Scott Brinker sees the expanded use of no code/low code apps and automations as pointing to a need for meta-management of digital processes. “Big opportunity for digital process meta-management in a Big Ops environment.”

Quote of the day. “I love seeing more companies prioritize mental health days, company shutdowns the last week of the calendar year, and other proactive efforts to encourage much-needed downtime.” Matt Heinz, President, Heinz Marketing Inc.


New on MarTech

    Only 38% of marketers very confident in their customer data and analytics systems
    Does your email copy persuade or sell?
    The latest jobs in martech
    74% of B2B marketers expect budgets to increase next year
    How Cherry Bombe uses email to make customers smile

About The Author

Kim Davis
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

Related Topics

Customer & Digital Experience

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

SEO Recon: The What, Why, and How for Building Amazing Links

Unlock the Cutting-Edge Potential of QR Codes

Why Finding the Right Platform is the Key to Winning in Email Marketing

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The Definitive Buyer’s Guide to Collaborative Work Management for Marketers

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.