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A referral refers to the act of recommending or speaking favorably of a brand, product or service to another person, potentially leading to new customers or users for the recommended company.

In digital marketing, referrals can come from a variety of sources such as blogs, review websites, influencers and social networks. Many companies actively incentivize referral programs by offering rewards, discounts or benefits to both the referrer and the referred.

The strength behind referral marketing lies in trust and credibility: people often place great importance on recommendations from family, friends and people they trust. In addition, referral programs can be essential for acquiring new customers at a lower cost compared to other advertising methods.