3. Referral Marketing: What are we talking about?

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Social networks, by their very nature, are a formidable tool for spreading messages that, starting from individuals, spread like wildfire, reaching potentially enormous audiences. The digital and contemporary equivalent of the ancient word of mouth. And yet – be careful! – word of mouth still works today, and is still truly surprising in its effectiveness .

This is, after all, what is meant by Referral Marketing ; which, technically, is the set of actions implemented by a brand to ensure that its customers suggest other people to contact them, to purchase goods or services.

Let's immediately see some data on this subject:

83% of consumers trust recommendations (so-called “referrals”) received ghana phone data from people they know (source: nielsen.com );
word of mouth, even today, is the decisive factor in purchasing decisions in a percentage that varies from 20 to 50% of total cases (source: mckinsey.com );
82% of people seek advice from friends and acquaintances before planning a purchase or becoming a customer of a company (source: getambassador.com) .
At this point, it is very clear how important it is to pay maximum attention to this aspect. Here we begin to see the very close connection between Customer Experience and marketing . Having satisfied and loyal customers, in fact, is the best marketing strategy for Internet Service Providers .

How to enhance all this? The main way is through personalization , which we will tell you about in the next point.

A classic example of referral marketing is the one implemented by the American company AT&T , with the “Refer a Friend” program, which we recommend for the clarity with which it addresses its users .

4. It's increasingly a question of customization
We have reiterated it several times and we have seen it well in the previous point: every marketing strategy for Internet Service Providers must start from Customer Service. All the challenges of the sector are played out in this field. Having satisfied customers reduces the churn rate (the rate of abandonment of a company): a very delicate problem for the sector, but this is only the first aspect.