South Africa, March 9 -- As marketing communications becomes even more competitive, it's more difficult for brands to stand out. Many smart brand professionals are incorporating strategic advocacy programmes into their plans. Advocacy is the process of transforming customers and internal stakeholders into brand advocates.

What is a brand advocate?

Brand advocates should not be confused with influencers. They are individuals who:

Elevate your brand through word of mouth and recommendations Give positive reviews about your brand Refer new customers

While on the surface, this may seem to align closely with influencer marketing, it differs vastly in that brand advocates aren't compensated for recommending your brand. Instead, they do so b...