As marketers in industries such as CPG, one of our main goals is often turning casual consumers into repeat buyers. There are a few ways we can do that through methods such as influencer marketing, consumer education, sales…but one of the most important and best ways to grow brand loyalists is to take your consumers on a path from people who simply buy your product, to people who advocate and live with your product.
Those born between 1980 and the Early 2000s are considered “Millennials” and although generational analysis has a long and distinguished place in social science, as a millennial myself (born in 1981) I hate labels. Not to mention as a millennial I leverage data to make strategic decisions daily and never do I factor in only one variable, like the year someone was born.
As we grieve collectively over the Paris shootings this week, particularly those of us for whom expression of ideas is our passion, our living and our purpose in life (and with social, that’s pretty much all of us), let’s recognize the large role that social media has played.
Are you, like many others, trying to become more “customer centric”? If you look inside many corporate boardrooms these days, aside from stressing about next year’s budgets, the C-suite probably has a combination of words or phrases in or near the top priorities for the next year.
Some of the world’s most-recognizable brands flourish in the nonprofit sector; Greenpeace, founded in 1971, is still young, yet it has already achieved worldwide recognition as a campaigning, environmental brand with unmistakable core values. Some of the facts behind #ClickClean, a Greenpeace campaign featured at the 2014 Sustainable Brands conference in London, raised a few eyebrows.
"If advocacy means genuinely believing in and supporting a brand (via social sharing, WOM, etc.), what brands would you consider yourself an advocate of? Why do you advocate for these brands?" See what Hessie Jones, CEO of ArCompany, has to say about this and other questions.
Possibly no trend has captured the attention of marketers more than the opportunity to tap into the emerging group of Citizen Influencers. Branderati’s CMO Ekaterina Walter was kind enough to provide a State of the Union assessment on influence marketing.
Advocacy allows Birkbeck, University of London, to keep existing students, alumni and business connections engaged with every member of the wider university community. Birkbeck's largest source of students is recommendations from alumni, and advocacy is a critical part of its marketing activity.