The study, titled “2013: The Year of Advocacy: Brand Advocacy a Hot Topic for Marketers in 2013,” found that:
- 89% marketers say advocacy is very important or important in 2013
- 79% marketers rate advocacy as more important in 2013 compared to 2012
- 70% marketers plan to increase spending on advocate marketing programs in 2013
What This Means for Marketers
Rob Fuggetta, founder and CEO of Zuberance, said the survey’s findings mean that driving advocacy is now a “must-do” for marketers.
“In the age of the consumer, power has shifted from marketers to social media-empowered consumers including Brand Advocates,” said Fuggetta, the world’s foremost authority on advocacy and author, “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force.” (Wiley, 2012.) “This means that marketers must engage and activate their brand’s Advocates to spread positive Word of Mouth online and help drive sales,” said Fuggetta.
The findings in the Online Marketing Summit and Zuberance study are similar to results of a recent IBM survey of more than 1,700 chief marketing officers worldwide. In that study, 67% of CMOs said “enhancing customer loyalty and advocacy” is their number one priority in managing the Chief Marketing Officer Study, IBM.)
About the Online Marketing Summit/Zuberance Survey
A total of 600 marketers participated in the survey. 554 surveys were conducted online in January 2013. An additional 46 surveys were conducted on February 13 at the Online Marketing Summit 2013 at the San Diego Convention Center. Forty-eight percent of the survey respondents work for brands, while 31% work for agencies or are consultants. The remaining respondents work for other marketing-related companies or organizations.
About Online Marketing Summit Online Marketing Summit (OMS) connects marketers with the knowledge, experts and technologies transforming digital marketing. OMS provides expert-led education and collaborative engagement on the latest insights, best practices and strategies in digital marketing. This approach is fused with the contextual relevance for how digital marketing influences and impacts marketing and business at-large, enabling practitioners to immediately create greater impact within their organization and with their audiences. For more information, visit www.onlinemarketingsummit.com.
Zuberance is the leading Brand Advocate marketing company. Zuberance manages and powers ongoing Brand Advocate programs for leading consumer and business brands, plus growing SMBs. Zuberance combines its award-winning Brand Advocate platform with advocacy expertise and services to enable companies to drive advocacy and sales. For more information, visit http://www.zuberance.com or follow Zuberance on Twitter @zuberance.