When Loyal Customers Become the Advocacy Marketer's Best Friend

Archived Published: 27 March 2014 ID: G00262469


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Advocacy and loyalty provide healthy returns on their own, but are explosive when combined. This research shows marketers how fusing the natural synergies of these two disciplines can help acquire and retain their highest-value customers.

Table of Contents

  • Introduction
  • Analysis
    • How to Use This Research
      • Buyer-to-Buyer Interaction Explodes Over the Social Web
      • Word-of-Mouth Marketing Gets Unprecedented Scale
      • The Agile Marketer Finds a Friend in Advocacy
  • Best Practices
    • 1. Make a Business Case for Advocacy Marketing
    • 2. Use Loyal Customers to Add Lift to Advocacy Investments
      • How Might the Above Scenarios Play Out?
    • 3. Leverage Loyad Content of Noncustomers
    • 4. Use Loyads to Battle Negative Reviews
  • Conclusion
  • Case Study
    • When Loyads Trump the Newly Acquired Customer
    • Loyads Help Both Acquisition and Retention
  • Gartner Recommended Reading
© 2014 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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