Leonie Bulman's recent articles
Advocacy Tracker: recommendations strongly influence the decisions of potential customers
Brands are starting to pay more attention to their online advocates, but what is the reason behind this? In this first article of a series on tracking recommendations, WaveMetrix show how advocates can convert potential customers, making it important for brands to track these recommendations.
- All the consumers above bought a product as a result of online recommendations from other consumers. Looking at how converted consumers are influenced shows how important it is for brands to stay on top of what advocates are saying
- The next article in our series on advocacy will explore the different forms in which online consumer advocacy can occur, distinguishing between explicit, implicit and prompted 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.
1. Deloitte & Touche, 2007, Consumer Reports: Shows that 82% of consumers say their purchase decisions are influenced by online recommendations, either by confirming it or making them change their mind
2. Nielsen, 2012, Global Trust in Advertising and Brand Messages