Advocacy

Advocacy is the spontaneous action of a customer who, being exceptionally satisfied with a product, service, or brand, becomes an active and selfless promoter. This customer becomes a true "brand advocate" or ambassador, generating positive and authentic word of mouth within their network. It is considered the highest and most desirable level of customer loyalty.

2. What is it for / Why is it important

It's one of the most powerful marketing tools because it's based on trust . A recommendation from a friend, colleague, or family member is perceived as much more credible and authentic than any paid advertising message. Advocacy builds brand reputation, increases awareness organically, and influences purchasing decisions extremely effectively, often at little or no direct cost to the company.

3. When to use it / In what context is it useful?

Advocacy isn't "activated" with a campaign, but is cultivated as a result of a long-term strategy. Companies stimulate and foster it through:

• An excellent and memorable customer experience at every touchpoint.

• Highest quality products or services that consistently exceed expectations.

• Referral or membership programs that reward your most loyal customers.

• Creating a strong and engaged community around the brand's values.

• Direct, transparent, and human interaction on social media and other contact channels.

4. Practical example

A user who purchases a new video editing software (e.g., Blackmagic Design's DaVinci Resolve) and, impressed by its effectiveness, spontaneously talks about it on a video maker forum, creates a YouTube tutorial to demonstrate its features, and recommends it to all his colleagues. He isn't paid by the company; his promotion is driven solely by his own enthusiasm and satisfaction. This is pure advocacy.