E-tribalized marketing?: the strategic implications of virtual communities of consumption

An exploratory study looking at the relationship marketing techniques used in the music festival industry

“…These communities, whether in the form of a festival ' s online forum or through groups formed by consumers on social networking sites such as Facebook, give festival organisers a greater opportunity to observe and collect meaningful and qualitative information on their consumers ' needs than other database marketing techniques. Through these communities, organisers are able to understand audience opinions better than through typical data capture techniques, which may focus on statistical information ; quantitative may therefore be seen to overlook an abundance of signifi cant social data which may be considered to be an integral part of the festival product ( Kozinets, 1999 ;Yeoman et al , 2004 ). However, an online focus of relationship building may denote that the organisation will fail to meet the needs of other consumer groups that do not engage in such techniques; it is therefore important to employ a variety of marketing communications.…”

“…This escalating growth of internet usage suggests that festival marketers have an increased need to revise online marketing communication strategies to include such methods of maintaining relationships ( Kozinets, 1999 ;Webb, 2007 ). Kozinets (1999, p. 261) supports that ' marketing in the internet age will learn how to form alliances with the powerful communities that are brewing online ' ; learning from these communities through observation of their societal interaction has given emergence to virtual communities marketing (VCM), which can benefi t an organisation through understanding of how participants perceive the festival and its offerings ( Kozinets, 1999 ).…”

“…Kozinets (1999, p. 261) supports that ' marketing in the internet age will learn how to form alliances with the powerful communities that are brewing online ' ; learning from these communities through observation of their societal interaction has given emergence to virtual communities marketing (VCM), which can benefi t an organisation through understanding of how participants perceive the festival and its offerings ( Kozinets, 1999 ). The ultimate goal of managing online communities is not to control, but to construct the long-term cohesive connection that RM is founded upon.…”

“…The ultimate goal of managing online communities is not to control, but to construct the long-term cohesive connection that RM is founded upon. This may be diffi cult to monitor because of the extensive levels of participation found in online communities, but methods such as ' loyaltybased segmentation ' could be adapted by festival marketers to engage in more targeted interaction with the communities; for further reading, see Kozinets (1999) . Such modern communications are vital in the modern music festival industry; Jim Campling of Live Nation maintains, ' we can now establish communities online and that gives us a quick, customerfocused way of giving festival-goers what they need and what they require when they want it ' (in Webb, 2007, p. 22 ).…”

“…Strong mutually benefi cial relationships can be maintained with the festival organisation; not only are the audiences gaining empowerment, but participants are able to become actively and physically involved within the festival and its offerings; this epitomises the notion of RM in the festival industry. New technological advances can only aid in strengthening these relations; mobile ticketing and on-site festival updates are already providing loyalty incentives and giving the consumer empowerment ( Kozinets, 1999 ;Webb, 2007 ).…”