added by Ben Percifield · updated 2y ago
Intro to community commerce
- Finally, commerce and social are coming together, although to much less a degree than marketing teams who talk up “brand communities” would like you to think. In all but a few cases, “community” here is just the marketing language used to describe a microbrand’s niche Instagram fandom. To me “community” implies users regularly engaging with each ot... See more
from Come for the Network, Pay for the Tool by Toby Shorin
Alex Wittenberg added
- The Content-Community-Commerce model aims to showcase purchase opportunities to a cohort of people based on the content they are consuming and offer a monetizable opportunity in a single ecosystem. It would be akin to creating a 'shoppable' unit that will drive conversion in the same interaction.
from The power of content-community-commerce model - ET BrandEquity by Suveer Bajaj
Pawan Rochwani added
- As a result, non-price driven Amazon purchase journeys initially start on other sites which help users figure out what the best product for them is (through curation and reviews). This is similar to the Shopify model, which relies on discovery channels such as Instagram and Pinterest to drive users to its stores.
from What Shopify and Amazon can learn from Mimetic Theory by Julian Lehr
sari added