Ongoing cost-of-living pressures are resulting in consumers being more mindful of their spending, comparing prices, seeking reviews and generally taking longer to consider their options before making a purchase. Rebuilding trust is claimed to be a key focus for companies in 2024, presenting marketers with an opportunity to instil their audience with the confidence they need to convert.
To address the challenges presented by the current marketing landscape, we’re running an afternoon event on the 4th of June at Derbyshire House in London.
The event will feature three presentations from Impression’s experts, followed by roundtable discussions so that you can discuss the challenges unique to your role and business. You’ll hear a keynote presentation from Graham Wilkinson, Senior Partner Manager, from Trustpilot to wrap up the session.
***Please note – This event is for brand-side marketers only. On this occasion, we are unable to allocate tickets to agencies, freelance workers or consultancies. If you do not work for a brand we will, unfortunately, be in touch to cancel your ticket. ***
Find a breakdown of each presentation below:
Keeping your brand front-of-mind with digital PR
As the customer buying journey becomes more complex, consumers are choosing to conduct more product research before converting, turning to both online and offline sources. With such a vast amount of information and choices so readily available, how can your brand cut through the noise? Digital PR Strategist, Emma Carstairs, will explore Digital PR’s role in keeping your brand front of mind and how to develop trust both online and offline.
You’ll learn:
- The role that digital PR plays in building trust and the risk of neglecting this tactic
- How to identify and leverage the assets your business already has to establish credibility
- How to show your audience that you’re an authority in your field
Adopting a human-first approach when leveraging AI
It has become commonplace for marketers to leverage AI to assist their daily work streams but when it comes to building trust, exercising caution and transparency are key since over 75% of consumers are concerned about misinformation from AI tools. Google is also strictly monitoring websites using AI-generated content, with its March 2024 core algorithm update applying harsh penalties to those abusing it.
To overcome the challenges surrounding the use of AI, Impression’s Head of SEO Performance, Charlie Norledge, will explore how you can build and maintain consumer trust through content creation tactics that prioritise human engagement over catering to algorithms.
You’ll learn:
- When and how to implement ethical AI practices to bolster your current marketing efforts
- How to produce content that conveys experience, expertise, authority and trust
- How to demonstrate the value of AI with real-life examples that have achieved positive results
Five psychology tactics to build trust, inspire motivation and drive revenue
Only 6 in 10 people trust the internet. Understanding what drives human behaviour is critical to building trust, driving conversions and developing loyalty. Impression’s Head of Behavioural Science, Mike Weir, will teach you how to apply techniques that have been proven, through experimentation and testing, to engage and convert your audience.
You’ll learn:
- How to better understand your audience and earn and maintain their trust
- How to apply psychology principles to motivate, engage, and influence your customers
- Why using an evidence-based approach will help build trust and conversions
Keynote Speaker; Graham Wilkinson, Senior Partner Manager, Trustpilot
Amplifying Advocacy: Leveraging Customer Feedback for Business Growth
The talk will cover social proof as a concept, giving examples of the different formats widely used in e-commerce before honing in on reviews. It will then cover the role reviews play in influencing buyer decision-making, citing everything from their integration into on-site UX, the customer journey, and the role they play in marketing.
You’ll learn:
- What social proof is and the role it plays in consumer decision-making
- The power of reviews and the importance of collecting them
- How to harness reviews to let past customers convert future customers
The agenda:
14:00 -14:30 – Event registration
14:30 -14:35 – Introduction
14:35 -15:20 – Presentations from Impression’s specialists
15:20 -16:20 – Roundtable discussions
16:20 – 16:40 – Keynote presentation from Graham Wilkinson, Senior Partner Manager at Trustpilot
16:40 – 16:45 – Summary and event close
The location:
The Air & Sky Room, Derbyshire House, St Chad’s St, London, WC1H 8AG
If you’re arriving by train or tube, the venue is just a 5-minute walk from St Pancras Station
For any questions relating to this event, please email jessica.elliott@impressiondigital.com
