#genochurch

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Why word-of-mouth marketing is driving purchasing decisions

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. Read more

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Marketers should tap into non-ad brand conversations

Seventy-eight percent of brand conversations aren't prompted by advertising, but marketers can harness this chatter to create evangelists, argues word-of-mouth expert Geno Church.

Speaking to marketers and adlanders this morning at the Influence Group breakfast, Church recited the statistic. He said: “Advertising prompts only 22% of conversations people have about a brand. That means 78% of conversations about brands aren't related to advertising. That's a giant playground of touchpoints.” Read more