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SpinDistribute.com Article Directory

The following article was published in our article directory on April 6, 2013.
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An Introduction To Tribe Marketing

Article Category: Internet

Author Name: Mike Donaldson

Tribe marketing is also often referred to as tribal marketing. It's not a new concept but it's definitely something that a lot of internet marketers are not yet familiar with. Even before the birth and growth of the internet, tribal marketing was being followed by a lot of businesses and brands. It may have not been called tribal marketing back then but the principles are pretty much the same. Anyway, this marketing concept has gained more attention in the era of internet marketing. Because of the competitive nature of conducting business on the internet, entrepreneurs are constantly looking for ways on how to get ahead of the competition. And this is where tribal marketing comes into the picture. It's a concept that perfectly defines what it takes to be different and make yourself or your products and services stand out from the crowd.

A common definition of tribe marketing goes "It is a marketing technique that aims to create social communities or social groups that are centered or revolve around a certain product or service. The idea that drives this concept is that people in this modern era are constantly looking for products and services that not only make them feel more free, but can also associate them to others, to a community, to a tribe." From this definition, it can be said that tribal marketing seems like niche marketing 2.0. You are looking for a niche to market to but this time you will have to create that niche yourself. It's like a reversal of the whole niche marketing thing. Instead of finding a niche to market to, you create that niche yourself by developing products and services that attract social groups and communities. It's a different marketing scenario indeed.

For tribe marketing to exist, there must be a unique product or service and a social group or community that serves as the customers of the said product/service. The members of the social group which we will call as the tribe share very specific interests, likes, hobbies and preferences. They are people that will be consuming the same products and services. For example, hip-hop enthusiasts who love break dancing is a tribe. It's a tribe whose members love buying stuff that are related to break dancing like shoes, shirts, bling bling and other apparel. The purpose of tribal marketing is to market to these closely-knit social groups. Tribal marketing also involves developing new products and services that are aimed at these core groups.

As you can see, tribe marketing shares almost all the characteristics of niche marketing. Technically speaking, tribal marketing can be considered as a sub-category of niche marketing. The bottom line is that you are targeting a specific group of people – people who live their lives and buy products based on what's trending within their group. The great thing about these groups is that if a member gets a product, everyone will also want to buy the same product. Businesses have seen this phenomenon and that's how the concept of tribal marketing was born.

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