Communities must be a part of the marketing mix: Tamanna Dhamija, Convosight
At e4m TechManch 2022 conference, the Convosight CEO & Co-founder delivered a session on ‘The End of Broadcasting, The Beginning of Conversations'
Ways to reach and communicate to the end consumer have drastically evolved in the last few years especially as more and more people come together in communities. Sharing more on this, Tamanna Dhamija, CEO & Co-founder, Convosight, spoke on “The End of Broadcasting, The Beginning of Conversations” at e4m Techmanch 2022 held last week in Mumbai.
She started her session by speaking about communities and how brands should be looking at leveraging the power of communities. "Most balconies grow because followers are garnered through paid marketing like branded content, influencer content whereas halls/communities are created organically through peer-to-peer influence. Communities should in some way or form, definitely be a part of the marketing mix because they are an integral part of the consumer buying journey.”
While these communities can really help brands reach their desired goal, brands had no way to tap into these private, closely-knit communities without a social listing. To tap into communities and have engaging conversations would mean truly bringing an end to broadcasting and driving the beginning of conversations. Dhamija says, “Engaging with communities can help brands way beyond product launches and creating conversations and help in sampling, lead generation, category creation and expansion, crisis management etc., by research and insight, community marketing advocacy and building brand communities.” She also talked about the metrics that can effectively measure the effectiveness of communities and categorised them into talkability, purchase intent actions and mind measure.
Talking about the few things that brands need to consider while building brand communities, Dhamija said: “You need to know the purpose of building the community, where should you build the community depending on the size of the community and where does your audience spend most of the time. The third point you need to understand is what you want the consumers to do in the community and where can you get your first set of consumers from. Next is having an understanding of how to measure the success of your brand’s community.”
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