Global word-of-mouth expert Geno Church has said word-of-mouth (WOM) marketing is responsible for up to half of all purchase decisions, while advertising only promotes a quarter of all conversations.
In Sydney this morning for a breakfast hosted by The Influence Group to speak about the latest academic research around WOM marketing, Geno said 90% of consumer conversations about brands are still taking place in the offline world, with over three-quarters happening face-to-face.
"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,” he said. "Especially since 78% of conversations that people have about brands are not prompted by advertising”.
Church added that brands must therefore embrace and encourage people talking in their private settings.
"The power of that conversation is invaluable as consumers want brands to see them as a family member or friend."
He said brands should embrace the "emotional trigger" as it is the number one trigger for offline conversations, and urged the room of marketers that they need fall “passionately and madly in love” with their brands.
The Influence Group’s Howard Parry-Husbands beleives that the time for word-of-mouth is at its most critical.
“Geno Church is a true global expert, so it’s fantastic that Australian brand marketers have the opportunity to listen to him and get the latest insight into what can be achieved by harnessing influential word-of-mouth campaigns."
Don’t miss next Monday’s (28th Oct) edition of THE BRIEF, when B&T news editor Andrew Jennings speaks to Geno Church about spasms of passion, collective showers and how marketers need to get over their love language problems.