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Tuesday, June 4


SPOTLIGHT ON TRUST IN MARKETING





Join speakers from Impression and Trustpilot to learn how to leverage trust
signals to level up your organic search and digital experience.

12 followers
By Impression
12 followers
2 years on Eventbrite 📈
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DATE AND TIME

Tuesday, June 4 · 2 - 4:45pm GMT+1


LOCATION

Derbyshire House

Saint Chad's Street London WC1H 8AB United Kingdom
Show map



REFUND POLICY

Contact the organizer to request a refund.
Eventbrite's fee is nonrefundable.


AGENDA

14:00 - 14:30

Networking and resgistration

14:30 - 14:35

Introduction

14:35 - 15:20

Presentation from Impression's speakers

15:20 - 16:20

Roundtable discussions

16:20 - 16:40

Keynote presentation from Trustpilot's Senior Partner Manager

16:40 - 16:45

Summary and event close


ABOUT THIS EVENT

 * 2 hours 45 minutes

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 at 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

Emma Carstairs, Digital PR Strategist at Impression

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

Charlie Norledge, Head of SEO Performance at Impression

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

Mike Wier, Head of Behavioural Science at Impression

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 proved, 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:

Amplifying Advocacy: Leveraging Customer Feedback for Business Growth

Graham Wilkinson, Senior Partner Manager, Trustpilot

This talk will explore social proof as a concept, giving examples of the
different formats widely used in ecommerce before honing in on reviews. It will
also cover the role that 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

JUST TO MAKE YOU AWARE...

This is a donation-based ticketed event, with funds gifted to Cancer Research
UK.

We recommend a donation of £5, but the minimum is £1.

If you have any questions about this event, please email
polly.astill@impressiondigital.com | jessica.elliott@impressiondigital.com





TAGS

 * United Kingdom Events
 * Greater London Events
 * Things to do in London
 * London Seminars
 * London Business Seminars
 * #marketing
 * #event
 * #trust
 * #spotlight
 * #trustworthy


ORGANIZED BY

Impression
12 following this creator
2 years on Eventbrite
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