January’s guide to the most interesting things happening in the world of advocacy marketing

The key to bring an industry leader is digital

1. L’Oreal chief digital officer Lubomira Rochet on the future of digital marketing

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.

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5 Ways You Can Develop an Effective Referral Marketing Program


Referral marketing programs are designed to help you acquire new customers at a very low cost; in fact, referral marketing provides the lowest cost per acquisition. But like all marketing programs, referral marketing is the most effective when managed efficiently and optimized to attract the right customers. Building an attractive referral marketing program is half the battle, ensuring that your business encourages the referrals – meaning that your loyal customers recommend your business to their friends and family, is the real challenge. Like other marketing programs, you can build it, but that doesn’t necessarily mean “they” will come. Here are five ways to ensure that you are employing an effective referral marketing program, in both the short and long term.

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