The Concept of Tribal Marketing
By Nour Saleh Jaber
Tribal marketing is a marketing approach that focuses on building communities around a brand, with the goal of fostering loyalty and belonging among customers. This type of marketing is based on the idea that people tend to join groups that share their values and interests, making them more attached to brands that reflect these values.
Goals of Tribal Marketing:
Building Strong Communities: Aims to create interactive spaces where customers connect with each other and with the brand, both online and offline.
Enhancing Loyalty and Belonging: Seeks to create a sense of belonging among customers, increasing their loyalty to the brand and their preference for it over competitors.
Increasing Interaction and Engagement: Encourages customers to participate in brand activities, increasing their engagement and attachment to the brand.
Improving Brand Reputation: Tribal communities can act as brand ambassadors, as their members share their positive experiences with others.
Gaining Valuable Insights: Provides an opportunity for the brand to better understand the needs and desires of customers through direct interaction with them.
The Relationship of Tribal Marketing to Sustainability Goals:
Tribal marketing can support many Sustainable Development Goals, especially those related to social responsibility and conscious consumption. For example:
Goal 12: Responsible Consumption and Production: Tribal marketing can encourage customers to adopt sustainable consumption patterns by building communities that share an interest in environmentally friendly products and sustainable practices.
Goal 17: Partnerships for the Goals: Brands can collaborate with tribal communities to promote sustainability initiatives, by organizing awareness campaigns or supporting environmental projects.
How to Apply Tribal Marketing Sustainably:
Focus on Shared Values: The brand should focus on values that are important to its community, such as caring for the environment or supporting local communities.
Transparent Communication: The brand should be transparent in its practices and engage its community in its sustainability efforts.
Encourage Participation: The brand should encourage customers to participate in sustainability initiatives, by organizing events or awareness campaigns.
Building Sustainable Partnerships: Brands can collaborate with NGOs or other companies to promote sustainability.
In general, pre-marketing can be an effective tool for promoting sustainability by building communities that share the brand's values and commitment to social responsibility.
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