Trend for 2022: Referral Marketing is dead…..long live Referral Marketing

Referral marketing is dead... Long live referral marketing

While any prediction in the midst of a global pandemic is fraught with danger, we are confident that 2022 will be the year when referral marketing finally emerges to be so much more than just a simple customer acquisition channel.

The year ahead will see its transition into a powerful tool that unlocks the full potential, not just of customers, but all the people, partners and affiliates that already know and love your brand, delivering you a hugely valuable new source of business growth. And it will do this at a fraction of the cost you are used to seeing from other marketing channels.

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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:

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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.

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