Marketers are spending money in all the wrong places. A recent Harvard Business Review article highlights the need for marketers to shift their focus from paid media spend to driving Advocacy in order to align with the changing nature of consumer engagement and purchase decisions.
Companies that systematically identify and energize Brand Advocates are getting at least a 10X ROI in media and sales value. In other words, for every $1 a company invests in energizing Advocates, the company gets $10 in positive WOM impressions and sales. This 10X "Return on Advocacy" is significantly higher than the return that marketers get from paid search campaigns on Google and other marketing approaches.
DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
Our portfolio of live events, online and print publishing, business intelligence and professional development brands are centred on the complexities of technology convergence. Operating in 42 different countries, we have developed a unique global knowledge and networking platform, which is trusted by over 30,000 ICT, engineering and technology professionals.
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