Relational & Community Marketing in Emerging Markets

Theory

Relational marketing focuses on building long‑term relationships with customers rather than solely achieving one‑time transactions. Community marketing goes a step further by engaging groups of people who share common interests or values, fostering a sense of belonging. In emerging markets, community ties and word of mouth are particularly influential.

Brands must earn trust through authentic engagement, delivering consistent value and listening to feedback. This approach cultivates loyalty, advocacy and sustainable growth.

Practice

Identify an online community or local group relevant to your brand. Consider how you could contribute meaningfully rather than merely promoting products. Engage in conversations, offer valuable content and observe how trust develops over time.