Marketers need to acquire new customers. Referral marketing is the answer. The next acquisition channel, it generates loyal, valuable new customers for brands while increasing the value of their existing customers.

To succeed with referral marketing, you need to understand its terms. Referral is a direct marketing channel, and it works like other direct channels do. So you’ll be familiar with many of the concepts here. A few will be new. This encyclopedia is broken into sections to help you grasp them all quickly.

Included in this guide:

• How referrals result in high-caliber customers
• Ways referrals deepen the brand loyalty of customers
• How to analyze and measure success of referrals