Why word-of-mouth marketing is driving purchasing decisions

Influencer marketing guru Geno Church tells marketers in Sydney to drive brand affiliation through word-of-mouth marketing both on and offline

Word-of-mouth marketing is responsible for up to 50 per cent of all purchase decisions and should be an increasingly important part of a marketer’s on and offline brand approach, global word-of-mouth (WOM) marketing expert, Geno Church, claims.

Speaking at the first of a new series of industry breakfast briefings in Sydney on 23 October hosted by consultancy, The Influence Group, Church pointed out 90 per cent of consumer conversations about brands and companies are still happening in the offline world. Three quarters, meanwhile, are face-to-face.

Church is the co-author of two books, Brains on Fire: Igniting Powerful Sustainable, Word-of-Mouth Movements and The Passion Conversation. His presentation in Sydney was entitled The Passion Conversation: Inspiring Your Staff and Supporters to Love Your Brand.

“With more and more brands looking to build strong relationships with their community and successfully launch products to that community, it’s becoming increasingly important for brands to explore all of their marketing options both off and online,” Church told attendees.

This is especially critical given 78 per cent of conversations that people have about brands today are not prompted by advertising, he said.

Church also highlighted three key triggers behind why people talk – functional, social and emotional – and pointed out emotion is the number one trigger for offline conversations. He called on brands to embrace and encourage emotional ties with communities, adding that influence marketing is as much about online as it is offline communication.

“Brands must embrace and encourage people talking in their private settings,” Church said. “The power of that conversation is invaluable as consumers want brands to see them as a family member or friend.

“Today your brand is the lens that people look through to see what you stand for and they want to know what is behind the lens.

“Today, people have power, so how will your brand inspire love, not hate?”

Related articles:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Latest Podcast

More podcasts

Sign in