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Change Impetus Group

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Use of Marketing Communities to Explode PDF Print E-mail
Friday, 14 November 2008 22:29

Gartner Says More Than 60 Percent of Fortune 1000 Companies With a Web Site Will Connect to or Host a Form of Online Community by 2010

STAMFORD, Conn., October 6, 2008 — To do business with the growing "Generation Virtual" population, companies will need to provide, or connect to, social applications to attract and engage customers, gathering information about their future wants and needs to lead them toward products and services, according to Gartner, Inc. By 2010, more than 60 percent of Fortune 1,000 companies with a Web site will connect to or host some form of online community that can be utilized for customer relationship purposes.


“A key benefit of establishing a community is the amount of information an organization can gain about its customer base, which can be used for short-and long-term customer relationships,” said Adam Sarner, principal research analyst at Gartner. “Data can be collected and used for product development, customer feedback, loyalty management, customer segmentation, campaign targeting, and individual or group customer satisfaction management. This wealth of data can be used for marketing, in particular, as well as an entire customer-focused organization.”

However, establishing an online community isn’t without challenges. Gartner predicts that by 2010, more than 50 percent of companies that have established an online community will fail to establish mutual purpose, ultimately eroding customer and company values. To combat this, marketing organizations will need new skills to meet the needs of Generation Virtual.

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Full article Link to Gartner Group http://www.gartner.com/it/page.jsp?id=770914
 

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