Online communities as marketing tool

By Vaibhav Agarwal
Online communities are sites where companies can talk to consumers and the consumers can talk to each other. A company can solicit opinions on various aspects of current product or service offerings as well as on new ideas and pricing. It can also makeconsumers to talk about their lifestyles and even upload photos of themselves, so that the organization can better understand its market. As a way to obtain consumer feedback and ideas for product development, the online community is much faster and cheaper than the traditional focus groups and surveys used in the past. The conversations consumers have with each other can result in some of the most interesting insights.