Community refers to a group of people who are connected due to shared interests, values or needs. This group operates online or offline and forms a social unit that actively communicates, interacts and supports each other.
A community plays a crucial role in marketing as it creates a direct link between companies and potential customers. It provides a platform for the exchange of information, opinions and experiences, which can lead to strong customer loyalty and brand loyalty.
The community can also act as a source of valuable customer feedback in order to recognise market needs, wishes and trends at an early stage. Companies can use these insights to adapt their marketing strategies and continuously improve their products or services.