Create a sense of community
Ko de Ruyter, Professor of marketing at Maastricht University, the Netherlands, presented his research at an event hosted by channel-incentive company Motivforce Marketing and Incentives (MMI). Ruyter presented research on how to best cultivate an engaged social community and focussed on: marketing strategy, customer relationship management, social media and customer loyalty. He used popular culture icon Lady Gaga as an ongoing example throughout his presentation.
Recently Ruyter was awarded a life-time achievement by the American Marketing Association.