Digital marketing rules… or not yet?
The average Western consumer is shown up to 3,000 brand impressions per day. Still, an estimated 90 percent of consumers rely on recommendations from their friends and family before making a purchase (see The Consumer Decision Journey).
The Brand Advocacy Index, recently launched by The Boston Consulting Group, can help marketing executives realizing their efforts on driving word of mouth, on identifying the identities and motivations of advocates, and on determining the rational and emotional factors that motivate consumers and non-consumers to recommend a brand.
The challenge for companies is to convert the knowledge about brand advocacy into concrete actions, by targeting the right consumers and creating powerful messages to unlock the full potential of the brand.