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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in