They can help convert online communities into vibrant offline ones.
Digital devices have enabled people to connect and interact with global communities and share common interests and passions. This article argues that though people gather online to discuss brands, in-person events allow brands to interact and understand consumers better.
The author suggests brands can tap into a consumer's feelings, thinking and beliefs through live events, and allows them to be a part of the conversation building a long-lasting brand community. Marketers can use these events to create an emotional thread by providing inspiring or educating experiences to the consumers.
Marketers can help build an active community by being authentic and not making promises they can’t keep. This authenticity leads to greater access to consumers but also makes the brands more accountable to the same community of consumers.
[ 4 minute read]