Get Started
Get Started

Are you in the 77% of brands missing out on creating customer advocates?

Courtney Wylie
By Courtney Wylie — July 17, 2019 -

Which channel is more effective for new customer acquisition: referrals or influencers?

The majority of marketers believe the latter – but the numbers disagree.

Our latest report, ‘Referral Marketing: Are You Creating Customer Advocates?’ (created in conjunction with the Data & Marketing Association (DMA)) reveals marketers are underestimating the power of referrals for new customer acquisition.

37% of consumers discover new products and services via recommendations from family and friends, compared to 3% via influencers. Yet just 23% of organisations currently have referral programmes in place for customer acquisition.

Interestingly, two in five marketers believe word-of-mouth recommendations are one of the best ways to build trust. But this hasn’t yet translated into referral marketing programmes that transform happy customers into brand advocates – essentially creating free promotion from a valued source.

And, as our CEO Andy Cockburn explains, it’s not just referral marketing being overlooked.

“Interestingly, many brands also misunderstand what matters most to consumers,” he says. “As presented in this report, marketers frequently overlook the brand values and ethical behaviours their customers really care about, instead focussing on the push marketing and brand loyalty often disregarded by target audiences.”

Rachel Aldighieri, Managing Director at the DMA, adds: “The power of customers backing your brand and recommending it to friends, family and beyond is a sure-fire way to drive more engagement and new customers. It creates a cyclical pattern, as these customers are more likely to refer, purchase more frequently and, according to our research, have a higher average spend with a brand.

Rather than trying to use influencers or asking customers to review your products and services, a good strategy lies in combining the two. Why not ask your customers to be your influencers?”


You might also enjoy

Mention Me updates -

Read time: 3 mins

The Advocacy Awards: January's shortlist and winners

Discover the shortlist for our first-ever Advocacy Awards, and find out which brand and individual picked up the two titles in January 2023.

Press releases -

Read time: 3 mins

Press Release: ‘Godfather of loyalty’ Fred Reichheld takes on advisory role to Mention Me

The best-selling author and creator of NPS will help drive forward our mission to realise the true value of customer advocacy for ecommerce brands.

Get more from your stretched marketing budgets in 2023
Marketing trends -

Read time: 4 mins

4 ways to get more from less budget in 2023 through customer advocacy

Discover how you can get more out of your stretched marketing budgets through leveraging the power of customer advocacy.

Stay in the know

Subscribe to our blog and get monthly emails packed full of the latest marketing trends and tips