LESSON 3:

ADVOCACY
MARKETING
Group 3
AGENDA
Different Types of Marketing
​Define Advocacy Marketing
Define Brand Advocacy
Define Customer Advocacy
Define Brand Loyalty
Define Customer Loyalty
Differentiate Brand Loyalty and Brand Advocacy
 LESSON 3.1:
DIFFERENT TYPES
OF MARKETING
ADVOCACY MARKETING 4

 DIGITAL MARKETING
• Digital marketing is an overarching term for any kind of promotional activity that
leverages the internet as the messaging channel. Accordingly, even two different
marketing tactics, like SEO and PPC, are considered digital marketing.

• Digital marketing is the marketing of products or services using digital

technologies via the internet, social media, mobile phones, or any other digital
medium.
ADVOCACY MARKETING 5

  OFFLINE MARKETING
• Offline marketing (often referred to as traditional marketing) is an overarching
term for any kind of marketing done without the use of the internet.

• Offline marketing is any advertising or promotional practice that leverages

traditional offline media. This includes channels such as television, radio,
billboards, print, and in-person events. More often than not, modern-day offline
marketing methods are built to support or supplement online efforts.
ADVOCACY MARKETING 6

  INBOUND MARKETING
• Inbound marketing is a marketing strategy that aims to “pull customers in” with
relevant and useful content.

• Inbound Marketing is a marketing strategy by which you drive prospects to your

website rather than outwardly advertising your products or services.
ADVOCACY MARKETING 7

  OUTBOUND MARKETING
• Outbound marketing is an “interruptive” form of marketing where a company
pushes a message about a product out to a prospect through cold calls, cold emails,
direct mail, most forms of advertising, etc.

• Outbound Marketing refers to the marketing strategy behind traditional paid

media: TV ads, billboards, those insane Vitamin Water posters that make your
morning commute worthwhile. 
ADVOCACY MARKETING 8

  CONTENT MARKETING
• Content marketing is the process of creating and distributing content to attract and
retain customers.

• Content marketing is usually practiced as a form of inbound marketing, where the

content offers a solution to a problem that a prospect is researching. Prospects
discover promoted products by learning about their applications.
ADVOCACY MARKETING 9

GROWTH
 MARKETING
• Growth marketing is the process of increasing a company’s revenue by applying
an experiment-driven and integrated approach to all stages of attracting customers.

• Growth marketing focuses on customer relationship building and fostering

loyalty; it's a long-term strategy where authenticity and engagement creates
advocacy and organically grows customer lifetime values.
ADVOCACY MARKETING 10

  B2B  MARKETING

• B2B marketing, or business-to-business marketing, refers to the marketing of

products or services by businesses to other businesses.

• Types of B2B Markets

• Producers.
• Resellers.
• Government.
• Institutions.
ADVOCACY MARKETING 11

  B2C  MARKETING

• B2C marketing, or business-to-consumer marketing, refers to the marketing of

products or services by businesses to consumers.

• B2C marketing is a must-have for any business that wants to survive in a world
that is constantly changing. The B2C marketing strategies you choose can make or
break your business.
ADVOCACY MARKETING 12

  AFFILIATE
 MARKETING
• Affiliate marketing is a type of promotion where a company pays commission to
an external website for traffic or sales generated by it.

• Sometimes marketers promote their affiliate programs by offering bonuses to

anyone who purchases the offer. For example, you could give a free ebook you
wrote to any follower who makes a purchase.
ADVOCACY MARKETING 13

BRAND
 MARKETING
• Brand marketing is a term to describe actions that promote a product or service in
a way that highlights the brand and shapes its image.

• People recognize a company by its brand name, logo, slogan as well as colors.
Great examples are Apple, Coca Cola, or Starbucks that use the weight of their
brand name to drive sales and attract customers.
ADVOCACY MARKETING 14

DIRECT
 MARKETING
• Direct marketing is a strategy where the company directly communicates with the
target audience instead of using mass media.

• Emails, online adverts, flyers, database marketing, promotional letters,

newspapers, outdoor advertising, phone text messaging, magazine adverts,
coupons, phone calls, postcards, websites, and catalog distribution are some
examples of direct marketing strategies.
ADVOCACY MARKETING 15

INFLUENCER MARKETING
• Influencer marketing is the practice of working with influential people to promote
brands, products, or services.

• Influence mechanisms leveraged in this type of marketing can take many forms:
inspiration, trust, belief, and imitation. Influencer marketing is effective because
following others’ examples or advice helps people to make choices.
ADVOCACY MARKETING 16

STEALTH MARKETING
• Stealth marketing is advertising something to a person, without them realising
they’re being marketed to.

• It’s a low cost strategy that can be really valuable to a business, but the issue with
stealth marketing is one of ethics.

• If you’re watching something on TV and you see a branded product sneakily

placed in the background, that’s a form of advert.
 LESSON 3.2: BRAND
ADVOCACY, CUSTOMER
ADVOCACY AND
ADVOCACY MARKETING
 ADVOCACY
 MARKETING
ADVOCACY MARKETING 19

• Advocacy marketing is a marketing strategy that focuses on getting your current
customers to advocate for your business, products, and/or services online.
Advocates can express their support for your business in many ways, such as: YouTube
review videos. Facebook statuses.

• Advocacy marketing is the process of inciting and equipping customers to generate buzz
around your brand through social mentions, reviews, and word-of-mouth marketing. In
other words, it's providing products, experiences, and customer service so good that
customers can't help but share.

• This method is one of the best ways to attract new customers and increase revenue at a
very low cost.
 BRAND 
ADVOCACY
ADVOCACY MARKETING 21

WHAT IS BRAND
 ADVOCACY? 
• Brand advocacy is a popular form of modern business
marketing. 
• Brand Advocacy simply means that people who love your brand
will continue to support your company and promote your
services or products to new customers organically.
ADVOCACY MARKETING 22

BRAND ADVOCATE
• A brand advocate is someone who elevates your brand through word of mouth
marketing.

• A brand advocate is a customer or employee of a business who proactively shares

about the company to their networks via social, word of mouth, email, or through
content without any incentive other than their love for the brand.

• Brand advocates leave positive reviews about your product. They also refer new
customers and create content on your behalf. Brand advocates even contribute useful
insights to your user personas.
CUSTOMER 
ADVOCACY
ADVOCACY MARKETING 24

• Customer advocacy is the act of putting customer needs first and

working to deliver solution-based assistance through your
products and services. 

• Customer advocacy is essential to improve 

your customers' satisfaction with your company. 
LESSON 3.3: BRAND
LOYALTY VS.BRAND
ADVOCACY
 ADVOCACY MARKETING 26

WHAT IS BRAND
LOYALTY?

• Brand Loyalty describes a consumer's positive feelings towards a brand, and their
dedication to purchasing the brand's products and/or services repeatedly, regardless of
deficiencies, a competitor's actions, or changes in the environment.

• Brand loyalty—repeat purchases of a particular brand based on the perception of

higher quality and better service than any competitor—is not dependent on price.
CUSTOMER
LOYALTY
ADVOCACY MARKETING 28

• Customer loyalty is a customer's willingness to repeatedly return

to a company to conduct business. This is typically due to the
delightful and remarkable experiences they have with that
brand.

• Customer loyalty is something all companies should aspire to

simply by virtue of their existence: The point of starting a for-
profit company is to attract and keep happy customers who buy
your products to drive revenue.
BRAND LOYALTY
VS. BRAND
ADVOCACY
ADVOCACY MARKETING 30

They’re often used interchangeably, brand loyalty and brand

advocacy are not the same things. In fact, you can have people
being loyal to your brand without advocating it, just as you can
have people who advocate your brand but aren’t loyal to it. 
REPORT BY:
GROUP 3
MEMBERS:
JHOANA MARIE LADIA
ROLDAN LAURICIO
ARIANE MATTERIG
ENRIQUETA ANN PATAUEG
 THANK YOU
FOR
LISTENING!!!!