Blog post

The power of community

06 June 2017
The power of community
The power of community

Author - Sarah Wilson, Marketing Manager, Inspired.

In less than a year the new privacy legislation, GDPR, is coming into force. And it is going to affect us all. The landscape is changing and businesses are going to have to react and adapt if they still want to be able to communicate directly with their customers and potential customers.

I attended a marketing seminar a few weeks ago, where GDPR was hot on the agenda. The presentation, by Simon Moss from Communigator, literally got everyone discussing and debating about what to do…“what does this mean for my company, my database and email marketing, and what are we going to need to do to get ready so that we can still reach out to people?”

As a result of GDPR we will all need to be able to prove consent to hold personal data. And because people will need to opt-in, we will most likely see drop-out rates of those who we can market to. But the key takeout for me was about how we can turn the impact of the new legislation into a positive scenario for organisations – and I believe this is by thinking differently. It seems to me that this is the perfect opportunity for organisations to really harness the power of community.

Engaging a smaller audience in an active two-way dialogue, whether it’s via social media or through meeting face to face, provides opportunities for genuine interaction with hugely valuable benefits, such as:

- Providing feedback and insights

- Humanising and authenticating your brand

- Changing brand perceptions

- Building loyalty

- Creating advocates that will go on to share your message and increase the impact way beyond the community forum or face to face experience.

So, when thinking about how the changes will affect your organisation perhaps it is a chance to think differently about how you will approach your marketing communications to customers and potential customers going forward. Surely it’s an opportunity to unite people through genuine conversation, building an engaged and connected audience that will amplify the impact of your brand for you.

If you liked what you've read and want to know what else makes us tick, email us at tellmemore@inspiredlive.co.uk.

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Creating a high impact event environment for the data and storage industry.

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Unveiling new showroom experiences for a leading Volkswagen retailer.

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Marking 40 years of leading edge thinking in the UK automotive industry.

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Curating memorable content for a not-for-profit sector staff conference.


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