Focusing on Advocacy, Instead of Chasing Influencers

We've previously shown that over time, the influence of traditional advertising messages over consumer behavior is waning. In today's interconnected world, the product performance is either trumpeted or criticized by consumers as they keep up with their peers on social networking sites, write blogs or join the discussion in community focused forum sites. This impartiality and credibility makes these consumers increasingly influential. The presence of these advocates helps propel business growth leveraging word of mouth as a strength for products or brands.

In this brief, we discuss the importance of measuring advocacy and how understanding it can help marketing organizations shape near-term tactics and long-term strategies.

Posted by Brook Miller on April 15, 2008