Mention has carried out its annual ‘Customer Advocacy in 2020’ survey. First object was to find what motivates consumers when it comes to sharing products with their acquaintances. Second object was to find which sectors and brands are the most referenced and the qualities that they must possess to generate more recommendations.
The 28% relies more on product recommendations from friends, rather than references from your own partner (23%). This figure rises to 27% in the case of men, who trust their partners more than women (20%). Product reviews of other online buyers are the most valued by 11%, while YouTube videos (3%) or recommendations from influencers (2%) and politicians (1%) have little relevance.
Trust is the key factor for users to recommend a brand (72% of consumers). Good customer service (63%) is better than the competition (51%) or offers for free returns or good discounts (46%). Less relevant are factors such as sharing values and ethics or innovating.
Sectors with most recommendations
Brands in the food and beverage sector are the most likely to be recommended (75%), followed by travel (63%) and technology (52%).
Many brands attract new buyers with generous first-time incentives, but then lose them. The true value lies in transforming these unique buyers into loyal brand advocacy. 48% of consumers cite discounts as the greatest incentive to buy back a brand product. But there are other effective methods such as point loyalty programs (32%), or email newsletters with offers (27%).
“As consumers become increasingly cynical about mainstream advertising. Brand trust and credibility have never been more important”.says Andy Cockburn (CEO & Co-Founder Mention Me)
The survey was conducted with 2,000 people from the United Kingdom and adds for brands that people are recommending. Specifically 37% did so in the last month, a figure that has grown by 63% in the last four months. “Our research suggests that instead of investing in expensive traditional and digital marketing channels, you are more likely to see a return on money with referral marketing” Cockburn concludes.