Gartner Research

When Loyal Customers Become the Advocacy Marketer's Best Friend

Published: 27 March 2014

ID: G00262469

Analyst(s): Richard Fouts

Summary

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
  • Key Challenges

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

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