Community marketing is the true knowledge of a community that fuels a company's communications, promotion, R&D, product development and customer service. It is not a new technique, it is a new point of view: a way to truly put the customer central.
Although customer centricity, as a term, is well integrated in the slang of the product marketeer, it didn’t truly change the way communities are integrated in an organization. Companies are still organized in product silos with a brand manager on top and communities scattered across.
Most companies still focus on being better, faster or stronger than the competition, while most customers are looking for something different. Consumers today are interested in brands that are a part of their community and speak the same language. They find product quality self-evident and think traditional promotion is annoying, because they are more interested in the product’s impact on their lifestyle.
The community marketeer is the community specialist. He knows their needs, hopes and dreams. He is the missing link in the company that brings together all departments in one mission: to put the customer first.