The Trend for 2021: Brands will embrace Organic Discovery, like Airbnb has, to avoid paying the Facebook and Google Tax.

The Trend for 2021
 

About this time of year, we normally turn our attention to future-gazing and predicting the global trends that we think will define customer acquisition strategies in the year ahead.

As you may remember, last year we identified five key trends that we predicted would shape advocacy marketing in 2020. And, while admitting that predicting anything in the age of Covid-19 is fraught with risk, this year we are predicting just one macro-trend:

Read more

2010 – 2019: a decade of advocate marketing

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.

Read more

Airbnb: travelling in the wrong direction

Airbnb referral scheme

Chances are that when you think referral and travel, one brand immediately springs to mind: Airbnb.

They’ve became a household name on the back of their referral programme. In fact, Airbnb — alongside the likes of Dropbox, Tesla, and Uber — just about wrote the referral rulebook, so you’d assume their scheme would be right up there with the very best. But here’s the thing: if you take a look at Airbnb’s referral programme, it’s actually starting to look worryingly out of date.

So that’s exactly what we’ve done. Below, you’ll find our expert take on Airbnb’s refer-a-friend scheme. But, first, a little history…
Read more