Everywhere, Embedded Commerce In 2023
Authenticity and Relatability as levers * Go-to-community over Go-to-market * MICRO- COMMUNITIES: CHANNEL FOR THE FUTURE TREND 5
Fig 5.A
DESCRIPTION
Look for opportunities to redefine marketing by identifying, integrating and innovating with niche communities and superfans. Consumers want brands to feel authentic and relatable; to address not just a sense of value but a sense of belonging. By curating strong communities with existing consumer sets based on shared identity or interests, retailers will be able to emerge stronger than ever. Creator communities or fan communities foster bonds and have a deep-rooted impact as consumers do for eachother what no marketing campaign could - they teach, learn, exchange, empathize and in doing so, create new meaning & utility for products.
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