VIENNA. On September 26th, the marketing natives met again after the summer break for the third signature event of the year – under the motto “The Power of Communities – Together instead of alone”. Over 120 participants from the marketing and communications industry came to exchange ideas about the latest developments in community building.
Change in marketing
The focus of the evening is the change from classic, transactional marketing to communities that are defined by common interests and values. Instead of concentrating on individual target groups, brands today have to score points primarily by creating platforms for exchange and interaction. “Community building goes far beyond pure consumption and is based on shared experiences,” is a central message of the event.
Numerous keynotes
Fiona de Fontana Community Building Austria kicked off a series of keynotes, discussing the importance of communities for the long-term success of brands. “Community building not only strengthens the emotional connection and long-term interest in a brand. It also directly contributes to increasing the social sustainability of projects,” says de Fontana.
Afterwards, Rebekka Dober from YEP spoke about “Power of Participation”. As a partner for inclusive participation processes, Dober knows how important the participation of her own community is.
Chang Xue and Patrick Krippner from Vienna Comic Con showed in their lecture how to establish an international fan base and maintain it in the long term. “Vienna Comic Con is a save space for everyone who wants to be who they want to be. Accordingly, our community is open-minded, colorful and of course nerdy,” they say.
Ariadne Haunold from adidas Runners Vienna concluded with her insights into the world of running communities. She showed how running connects people: through the community, running becomes a team sport where mutual support and cohesion are the focus.
“Networks of inestimable value”
After the lectures, participants take the opportunity to exchange ideas and make new contacts – in the spirit of community building. “Especially in the marketing and communications industry, networks or communities are invaluable. We are pleased that so many marketers came together today to exchange ideas,” emphasize the two team leads of the Marketing Natives, Dina Mansour and Niklas Schnaubelt.
The next and final Marketing Natives signature event for 2024 is scheduled for November 14th.
