martes, enero 23, 2007

Public Relations: Community Driven MKT dept?

It may sound risky, but yes, there are companies that are really trying to get as much as possible from their customers... and I am not refering just to money.

Francois Gossieaux from explain it his way if, for example, you want to define the market in which your company will play:
Traditional marketing approach - Typically companies will embark on big market segmentation exercises and end up with some lame industry-based or product-tier-based segmentation that has nothing to do with how buyers actually buy their products or use them. The very best market segmentation marketers will look at actual buyer-behavior-based segmentation with the intent to serve those markets much like you would serve micro-niches in the long tail.
Community-based marketing approach - If you tap into self-organized customer and prospect communities you will find that they will self-segment around their particular buying and usage scenarios. So not only will they do the work for you - in most cases they will do it much better!
Is your company ready or actually doing something like this?

Read the full post. It worth it!

Publicar un comentario en la entrada