Marketing Dividends: Telstra talks consumer advocacy

By AdNews | 16 February 2015
Telstra director of Corporate Marketing Inese Kingsmill

How do you make your customer your best advertiser?

That's a question being posed by the Australian Association of National Advertisers in its latest Marketing Dividends video, which features Tesltra director of corporate marketing Inese Kingsmill.

“We fundamentally believe that customer advocacy has to underpin any growth that the business is going to be able to achieve, whether that’s in the core of our business or in growth markets,” Kingsmill said.

“Customer advocacy is strongly related to trust, for example. Customer advocacy is very strongly related to lifetime value and the future relationship with the customer.”

In the video, Kingsmill dicusses the understanding of advocacy at the board level.

She says  advocacy is not ‘a soft metric’, and is the result of econometric modelling that proves the lifetime value of a customer increases as advocacy rises.

“We have a very sophisticated research, insights and analytics function within the Telstra marketing team,” Kingsmill said.

“So we’ve got a very good understanding of what the drivers of advocacy are, and what the attributes are that then help us to shape our go-to-market products and services, solutions and brand focus so that we can build advocacy, build lifetime value for the customer and improve the growth of the business.”

You can view the full video below:

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