The future of marketing is going to be shaped by consumer advocacy.

Personal recommendations have always been the most powerful marketing tool, but the internet transforms its potential, enabling more people to share more views, in greater depth, about more brands than ever before.

Brands are built on and driven by human emotions – for as long as there have been brands there have been advocates; someone who believes in what a brand does, not what it says, and wants to share those beliefs with the people they care about.

Today’s consumer desires brands that act responsibly, transparently and are authentic in everything that they do.

The challenge is to identify those who love your brand the most, activate them and get them to share what your brand does with the people they care about.

The solution is to improve the lives of your greatest advocates and the relationships between them and their friends.