Potential clients often say to us: “We love your refer-a-friend platform, but why wouldn’t we just cook up our own in-house?” And where they have already rustled something up themselves – but want to improve upon it – the question is often: “Why wouldn’t we just sprinkle these features onto our existing referral scheme?”
When you think of cosmetics giant L’Oréal, you’re probably not thinking about advocate marketing. But L’Oréal chief digital officer Lubomira Rochet isn’t like the rest of us. Six years into her role at the company, she’s driving the heritage brand’s transition from makeup brand to a digital beauty giant, via savvy advocate marketing strategies. Example? While Rochet admits bigger influencers are still used by the company for content reach, it’s regular consumers that they’re looking towards more and more for innovative advertising with high engagement rates. On top of that, L’Oréal is investing in AR tech and other strategies that are meant to start a conversation with customers and develop referrals and engagement. The key to it all? Consumer centricity. Technology and social media are constantly transforming, but you won’t know what to invest in until you know your customers. Read the full article.
When people think of advocate and referral marketing, more often than not they think it boils down to the economics – an influencer offers an incentive to someone they might influence and, when that person transacts, they receive a reward. But, as we’ve discussed in our three-part series on the psychology of referral, and again in our most recent webinar, there’s more going on with advocate and referral marketing than a simple exchange of incentives and rewards.
You learn a thing or 39 working at Buyapowa, the world’s leading referral marketing platform. And, day in day out, we share what we know with our hundreds of clients across all kinds of industries – from fashion and beauty to telecoms and financial services, and everything in-between.
One of the topics we’re asked about most often is how to choose the perfect referral rewards and friend incentives. What are the different options available? Which ones work best in which circumstances? What value should they have? And what are the roles of rewards and incentives in the first place?
Well, here’s everything we know. And, now, you do too!
Advocate marketing didn’t start in 2010 – or even, for that matter, in 2010 BC. Since the dawn of time, our grunting ancestors would drag fellow tribesmen down to the local fire pit to try the “mega-delish grilled mammoth”. But the modern, digital version of advocate marketing? That really kicked off when Uber launched with a referral programme that saw it rapidly grow into a multi-billion-dollar behemoth.
‘Tis the season to spend big money, and marketers and retailers are out in force. Starting in November and running well into January, the spending frenzy will continue. But there are some crucial trends to bear in mind as you make the most of the avid consumer this holiday season. A great deal of focus has been placed on customer journey and experience, moving beyond a previously singular focus on seasonal discounts and product launches. Now, there’s also been significant investment in online and in-store customer experiences, loyalty and referral programs, personalized messaging, and other previously under-utilized marketing tactics. Check out a breakdown of this holiday season’s top marketing trends. Full story
