2024年澳大利亚推荐营销报告：助力品牌倡导者提升品牌声誉、忠诚度及销售额（英文版）

Reach high-value customers through the powerof word-of-mouth marketing Contents Introduction Key terminology4 Research methodology5 Key findings6 Chapter 1:How brands structure their referral programs7 Chapter 2:The conversion trends brands use to define success11 Chapter 3:Popular incentives and rewards 15 Chapter 4:Referral marketing trends by industry Chapter 5:The right referral marketing strategies open new business avenues 28 About SaaSquatch by impact.com29 Introduction 2024 is shaping up to be another competitive and uncertainyear for marketing teams worldwide. Brands will test budgets,competition will increase, and innovation will accelerate.However,a growth channel has been gaining in popularityand could generate as much as 20% of your new revenue marketing leadership and centered on building trust. This reportis your guide to understanding this shift, withplenty of real-lifeexamples, expert insights, and data-driven analysis. Use this report to inspire you, challenge your thinking, andequip you with tools to navigate the ever-changingmarketing landscape in 2024. In the era ofchanging consumerpreferences, hunger forauthenticity, and increasingacquisition costs,those whoadapt and embrace these shifts will The SaaSquatch by impact.com team and I are proud to presentthis report as it delves into the evolving landscape of referralmarketing. We’ll show you howconsumer purchase behaviorgrows increasingly more dependent on recommendations We’ve seen a remarkable shift in how consumers make buyingdecisions in recent years. Traditional ads have lost some oftheir weight, with many folks no longer trusting advertising dueto lack of authenticity. Instead,people turn to their trusted – Will FraserFounder and GeneralManager of SaaSquatch(now SaaSquatch by impact.com) Referral marketing has morphed from a fire-and-forgetmarketing tactic into a strategic effort championed by senior Researchmethodology Our research team conducted astudy to identify the most effectivetrends and strategies in the referral For this study, we researched over120 global B2B and B2C referralprogramsacross five industries The analysis for this report wasconductedbetween March andApril 2023. Key findings CHAPTER 1: How brands structuretheir referral programs When it comes to achieving success in referralmarketing, the design of the program plays acrucial role. Program design refers to how a Every referral involvestwo key parties: theexisting customer making the referral andthe newly-referred person.Given this dynamic,there are several approaches to offering rewards.Companies can reward only the referrer, the Double-sided programs of programs offer thesame reward to the referrerand the referred person 54% A double-sided referral program is whenboththe referrer and the referred person receive areward.Although it may require more investmentthan a single-sided program, creating a level To avoid perceived unfairness, some companies provide the samereward to both the customer advocate and the referred customer. Thisapproach simplifies communication (e.g., “Give $10, Get $10”) and Considering the product purchased when deciding on incentives isessential, especially for infrequent purchases like a mattress. Rewardingthe referrer with a discount for a mattress might not be as attractive as 78%of referral programsOver 55%When the rewardvalues are uneven,of programs offera higher reward to More than three-quarters of customer referralprograms are double-sided. This stat proves thepopularity and effectiveness of creating a win-win Data shows thatsingle-sided referral programsoften reward the existing customer ratherthan the newly referred person.Rewarding the A single-sided referral program rewardsonly one personinvolvedin the referral. Based on our research,brands typically reward thecustomer advocate. However,Rachel Gershon, referral marketingexpert and Assistant Professor of Marketing atthe Rady School of Management, University of Brands may choose this type of program because of limited resourcesor strong existing customer advocacy. Our research found that single-sided referral programs weremost common in the B2B software This means if you’re only going to reward oneuser,it could be more effective to rewardthe recipient of the referral, as opposed tothe sender. Plus, the data found no difference [Find out more aboutRachel’s researchin this podcast] By designing a strategic tiered rewards program,brands can maximize their return on investment(ROI). A tiered program also encourages current A tiered referral programis an incentive structurewhere you offer participantsa range of differentrewards for a range of different actions. Tiers are typically based on what actions youwant the customer advocate to promote andthe referred person to take during the referralprocess.Typical actions could include selectinga specific plan or product. By offering a referral Brands can create tiers based on factorslike th