Online communities present a never-before opportunity to brands

Biprorshee Das

Brand and Deliver’s Erik Winther Paisley outlines how communities form online and the need for brands to engage at the Zee Melt conference.

While the COVID-19 pandemic impacts many aspects of economies and lives, this is also a unique cultural moment – one in which marketers can learn a lot about communities and how to reach out to them. A key part of this, said Erik Winther Paisley, insights director at Brand and Deliver, UK, is understanding how audiences and communities form fragments and evolve, and how brands can know when to be part of a moment and when to step back.

What is a community?

What a community is, is different now compared to what it was before the internet. A group...

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