APRIL -2022MARTECHOUTLOOK.COM6Copyright © 2022 ValleyMedia, Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.Emaileditor@martechoutlook.comsales@martechoutlook.commarketing@martechoutlook.com APRIL - 04 - 2022, volume 08 - 05 (ISSN 2644-254X) Published by ValleyMedia, Inc. To subscribe to MarTech OutlookVisit www.martechoutlook.comManaging EditorDebra MorganEditorial StaffSalesAaron Pierce Alvina Rego Abhilash P. JoseRose DcruzJoshua ParkerPaul BarberVisualizerVincent Georgevincent@martechoutlook.com*Some of the Insights are based on our interviews withCIOs and CXOsDebra MorganEditorialDebra MorganManaging Editoreditor@martechoutlook.com For marketers, the growing span of online communities has proven disruptive to say the least. And the fact is that brands now realize that they no longer have direct control over their reputation. Customers play a vital role in determining their market position. Now that there are multiple channels where customers can share their voice, it's more important to be actively involved in the discussion.That's why brands must know how online communities work and what key trends continue to shape their development. Online communities are essential for brands to collaborate, learn, and share insightful information with their potential customers. Now that the majority of organizations are aware of the significance of an online community, it is important for your community to stand out from the rest. Following are four emerging trends that can help you gain more community members and keep them active as you go:With in-person events taking a U-turn due to the digital shift, attendee-driven online communities became the holy grail for brands to conduct virtual events and stay connected with their customers. In the future we'll see more hybrid events--a mix of both worlds--digital and traditional. And to foster the same sense of connection, communities will play a vital role. Connecting your on-site and virtual audience with your online community will enable you to create a unified event experience, ultimately, leading to better audience satisfaction and retention.Earlier, the main motive for a brand to create an online community was to highlight their products and services and promote them with a variety of marketing techniques. However, with changing customer preferences and needs, this focus is shifting from marketing and moving towards customer success. Brands are now promoting self-service in their communities and strategizing to make their customers successful by catering to their needs. This is a step towards delivering impeccable customer service through online communities.Active community members are a community manager's best friend. You must figure out what makes them associate with you and nurture that connection. Once you meet your customers' expectations through your online community, you are likely to significantly cut down on your marketing expenses, all while strengthening trust and credibility. With new growth opportunities, 2022 is surely going to be an exciting year for online communities.Let us know your thoughts.The Escalating Need for Community SoftwareAsher Blake
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