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Referral marketing
Referral marketing refers to the practice of recommending a product or brand to one’s own circle of friends.
Influencers in particular enjoy a high level of trust within their community, which is why their recommendations have particular credibility and can significantly increase interest in a product.
Referral marketing is often used synonymously with word-of-mouth marketing because it is based on the oral transmission of recommendations.
Earned Media
Earned media refers to the media attention a company or brand receives through organic, non-paid efforts such as press coverage, customer testimonials, and social media mentions.
It offers brands a cost-effective way to generate reach and gain credibility, but is more difficult to control than paid advertising.