A couple of articles have grabbed my attention in the last week or so. The first, by Robert Durkin in eConsultancy, examines Nokia’s use of referral marketing and makes the case for the coming of age of referral marketing. Implied in his article is one of main benefits of referral marketing: it can be deliberately initiated and controlled by marketers. The other reasons, not addressed by Durkin, are myriad. A few are covered here in an earlier blog post. Perhaps more important is that we are entering a post-search era. Social is the driver. Thomas Baekdal breaks down this shift in a great read that outlines the three paths to sales in a social world. It’s a long article, but well worth it.