How to Think Beyond the Sale and Develop Brand Advocates

Opinion: The secret to measuring the value of brand advocacy boils down to three letters: CLV, or customer lifetime value

As marketers, we like to think that the customer path to purchase is fairly straightforward. We identify prospects and then communicate our message to them on their computers, phones, tablets and televisions. We place ads on billboards along their commute and in the magazines they read, all in an effort to increase their interest, lead them to the consideration phase and, ultimately, get them to buy our products.