Leonie Bulman's recent articles
Advocacy Tracker: prompted recommendations can boost online advocacy around a brand
Prompted advocacy can significantly improve the level of positive recommendations read by potential customers at the point of purchase.
- Grooming increase online advocacy by 50% through prompted recommenders: This shows that beauty brands could drive more recommendations by enabling prompted advocacy on their home site or social handles. Consumer electronics can also benefit strongly from this, with on average a quarter of their advocacy is prompted
- All sectors benefit from advocacy, but some to a lesser extent: For example, services can boost advocacy by an average of 9% through prompted recommenders. However, the core of their recommendations still come from unprompted consumer dialogue, which services should strive to understand
Prompted advocacy tends to be positive across all sectors:
- Prompted advocacy is likely to be positive, making it a powerful tool for brands looking to incorporate it on their site: Although the proportion of positive advocacy varies between 70% and 95% depending on the sector, this shows that prompted advocacy can make a positive contribution to the level of online recommendations around a brand, giving a boost to naturally occurring consumer advocacy
If you would like to find out more about our new Advocacy Tracker, you can download a full overview here or read our sample report on why consumers recommend Neutrogena Naturals. Advocacy Tracker helps brands understand why consumers recommend them to others.