Online Communities Are Key to Understanding Your Audience

Platforms like Reddit foster the two-way engagement necessary as first-party data becomes more important

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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today’s column from Reddit’s Timo Pelz examines two case studies where brands converted online community engagement into successful campaigns and product launches. Below, in his own words, he says virtual spaces can be a wellspring for consumer insights.

The challenge 

The past 18 months have brought about a new era in commerce, ushered by a deep shift in both consumer behavior and values.



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