Tribal marketing

I found an article about the tribal marketing.

Tribal Marketing: How do you engage with customer tribes?

http://www.mycustomer.com/topic/customer-experience/tribal-marketing-how-do-you-engage-customer-tribes

Main information: 

Tribes are changing the way that businesses interact with consumers.
Customers are traditionally viewed as isolated in marketing but in fact, they are increasingly joining tribes to share and express their passions.

What impact on the consumption?
- In their quest for identity, belonging, expression and liberation, consumers value goods for their ability to link them to others.
- Brands can try to create a platform, an online place that is user-friendly and promotes democratic interactions but also create a set of rules for consumers to be able to engage on that platform.

The companies have to include the value of the tribe they target in their marketing strategies and choices. People have to feel that they are concerning by the value diffusing by the brand. Marketers have to allow users to tell stories about themselves. Thus, brands have to engage with the tribe.
Now tribes are a part of the social landscape and organizations will need to learn to engage with them if they have to be competitive.

Today, the growth of the tribal behavior is due to the high degree of maturation and penetration of the technology (specifically the internet) in the society.




I think these information can be useful for the project concerning Wiklund.

Emma Britto