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

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in