Why is advocacy marketing the way to go
Customer loyalty is considered one of the most valuable commodities in the marketing world. Yet, the way most businesses go about grabbing their share of attention from their buyers is outdated, is ineffective, and, at worst, actively destroys their brand value. Engagement through conventional channels, such as TV ads, radio, or printed media, doesn’t create a mutual conversation with their audience. The hyperbolic presentation of commercials starts to make people think the talent doesn’t even represent them as customers. At the end of the day, people stop trusting that form of communication.
What is advocacy marketing?
According to Big Commerce, “Advocacy Marketing is a form of marketing that emphasizes getting existing customers to talk about the company and its products.” So it’s like marketing through the voice of your customers.
Why is advocacy marketing important?
A survey called the Trust Barometer is meant to measure the confidence people have in their institutions and the people behind them. The response suggested a crisis of trust, as people become skeptical about nearly every institution. The government, NGOs, CEOs, promotional and advertising efforts, celebrities, and especially the media have watched their credibility sink lower than ever. The most credible person by far is a person like themselves – a family or friend who shares their situation, worldview, socioeconomic status, and so on.
Given that customer loyalty is no longer the predictor of buying behaviors it once was, companies might consider expanding their sensing capabilities to include customers’ actions by moving their marketing initiative toward advocacy marketing.