According to research by Nielsen, 70 percent of global consumers trust online consumer reviews and rate reviews as the second most trusted form of advertising. And according to BazaarVoice, when it comes to trust, marketers may as well eliminate their own brand websites as a fountain of customer trust as only 16 percent of US consumers said they trust the content on a brand's website compared to the 51 percent who trust content generated by other users.
Today's digital currency is arguably authenticity, and what attracts customers - especially the digitally dependent, savvy millennial - is not just content. It is the delivery of authentic, unvarnished content from their peers. Over the years, the debate over the brand viability of user-generated content has raged on. But as the new connected consumer and this age of the “Internet of me” take a tighter grip, marketers must start looking at how content intersects with authentic storytelling.
Join the CMO Council on Wednesday, October 29, at 10am PST/ 1pm EST for a one-hour webcast that will invite industry experts in content marketing and user-generated content, along with brand leaders effectively leveraging authentic storytelling as part of their content marketing strategies, to share how and where brands can capitalize on this return on authenticity. Featured speakers are Nancy Slavin, SVP of Marketing for Macy's Merchandising Group, and Dan Kimball, CMO at Thismoment. We will also feature an interactive Q&A session at the conclusion of the speaker presentations.
Some of the topics to be covered include:
- How customer-generated content has changed the face of content marketing
- Best practices in digital content curation and how to leverage the authentic voice of the customer to impact brand experience
- Amplifying the fine line between self-promotion and engagement and knowing how to effectively invite engagement and content generation
- Examples of leaders who have thoughtfully opened their brands' doors to invite the customer into the content strategy
Nancy Slavin, SVP of Marketing for Macy's Merchandising Group, and Dan Kimball, CMO at Thismoment