Marketing by engaging your community

I have written several times how social game companies need to improve their marketing to encompass more than performance advertising (ads purchased on a CPC or CPI basis). It is frustrating that old school companies like Ford and Unilever are so much better at leveraging their community and social media for brand building than many companies whose products live on social media.

A recent article in the MIT Sloan Management Review, Enhancing Relationships With Customers Through Online Brand Communities, does a wonderful job of showing what strategies companies (e.g., social game companies) can use to build their business through communication with players. In the article, the authors research showed that effective communication would improve customer confidence, which in turn should lead to higher sales (especially in a free-to-play environment). The article showed four ways companies can improve the quality of communications with their customers. Continue reading “Marketing by engaging your community”