Robust advocacy-marketing programs are achieving significant revenue gains – 10 to 20 percent for established products and up to 100 percent for new products.
Advocacy marketing is a new(er) term in marketing paved by rise of social media, mobile commerce, and location-based promotions in the past two years. You’re not going to believe this – it entails advocates creating more advocates. </sarcasm> In other words, advocacy marketing is word-of-mouth marketing repackaged in a fresher, more palatable term.
Linguistics (and good-natured teasing) aside, advocacy marketing gives us a great opportunity to reiterate and re-educate companies about making its customers a pseudo-unpaid-marketing team. The secret to a winning advocacy strategy is to find the right people and get them talking about the right things, in the right places. It requires three key capabilities:
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