It’s the new buzz word, online brand advocacy (OBA) and for good reason according to a
recent study led by Dr Violetta Wilks.
The more customers speak about your product online the more loyal they become. If a customer is prepared to advocate a product by promoting online they are then more invested, and therefore are less likely to shop around as they have developed a more galvanized, reciprocal relationship.
The marketing concept states that organizations that best satisfy a customer’s needs are best positioned to satisfy their own needs and if an organization can implement the desired processes to achieve this circle of satisfaction they now need to ensure the platforms are there for these product advocates to benefit from their positive experiences and help them to generate the positive word of mouth.
People are more inclined to trust someone’s own personal experience with a product than that simply of an advertisement. Including OBA needs to form a part and align with the organizations total digital marketing strategy.
Practical recommendations for brands can be explored in more detail by visiting the study’s paper: