"For marketers yet to turn their attention to the extraordinary customer acquisition mechanic of earned growth, referral might be the last marketing channel to come to mind. For those already giving their customers a participating role in their brand's success, it's the last marketing channel they'd switch off. This was literally true for Lindsay Newell, head of UK marketing at Bloom & Wild, one of Europe's largest online florists."
"So much confidence did the business have in its referral marketing program as a growth driver that when it was forced to 'turn off' marketing in May 2020 after the Covid-19 pandemic prompted the first lockdown, referral marketing was the only channel it left running. The florist grew its UK referrals by 800%, despite promoting it at fewer points in the customer journey than previously."
Referral marketing frequently sits overlooked despite its capacity to generate earned customer acquisition and trust. Programs that invite customers to act as advocates often deliver higher customer lifetime value than paid search and paid social. Some businesses sustained referral channels when pausing other marketing, revealing resilience and efficiency. Continuous testing of messaging and incentives tailors referral performance across markets and cohorts. Referral programs have matured into strategic amplifiers that complement existing marketing rather than replace it. First-party referral data can be leveraged across paid channels to enhance overall acquisition effectiveness.
Read at The Drum
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