Are Brand Communities the Future of Marketing?


Brand communities are making a comeback. Where companies once relied on their own message boards and communities to get their messages out, social media sites took over to a great degree–but now the tide is slowly turning the other way. According to Forrester’s “Predictions 2015: Marketing Leaders Mix Data, Content, and Insight To Craft Brand Experiences,” written by Luca S. Paderni and Shar VanBoskirk, branded communities will enjoy a resurgence in 2015.

“Marketing leaders will also come to terms with the fact that their brands’ Facebook and Twitter messages simply don’t reach or engage their audiences,” the report says. “We expect the brand community, often neglected or deemed too difficult to activate and maintain, to be poised for a comeback in 2015. In fact, communities can support every part of the marketing plan.” [Read More]