embrace the power of advocacy Research in the 1960s found that advertising was the most powerful driver of business. This was followed by historical experiences, and what other people say. A similar study in the 2000s found that what other people say is now the most important driver of business, followed by history, and advertising. […]

embrace the power of advocacy Research in the 1960s found that advertising was the most powerful driver of business. This was followed by historical experiences, and what other people say. A similar study in the 2000s found that what other people say is now the most important driver of business, followed by history, and advertising. Due largely to the power of social media, what other people say is now the most significant driver of business. The importance of advertising has diminished significantly, and is now less significant than past experiences. This highlights the importance of social media and the importance of advocacy. This point was emphasised by marketing guru, Seth Godin, when he asked – ‘when is the last time you recommended an average restaurant?’ Research by Conversocial.com in 2016 found that customer advocacy increased by 25% when complaints on social media were answered quickly and efficiently, rather than being…