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Cut the BS: How to Use Authenticity to Build Trust - Donna Mostrom, Damn Smart Marketing, LLC

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Cut the BS: How to Use Authenticity to Build Trust - Donna Mostrom, Damn Smart Marketing, LLC

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We’ve all interacted with brands that feel like robots; brands that didn’t have any sense of humanity behind them. People can tell the difference between them and brands that feel real. And they can spot that difference quickly. You have to nail authenticity right out of the gate in today’s competitive market if you want to make a real, human connection with customers. That should be your number one priority. In this session, you’ll learn how to let your brand’s authenticity shine through. We’ll look at real-world examples, so you learn to quickly assess what is and what isn’t authentic, and we’ll teach you how to craft the former, not the latter. You’ll walk away with a full understanding of the critical role authenticity plays in the digital experiences you create, and how to use a simple authenticity audit to make sure your brand is genuine in each-and-every customer interaction.

We’ve all interacted with brands that feel like robots; brands that didn’t have any sense of humanity behind them. People can tell the difference between them and brands that feel real. And they can spot that difference quickly. You have to nail authenticity right out of the gate in today’s competitive market if you want to make a real, human connection with customers. That should be your number one priority. In this session, you’ll learn how to let your brand’s authenticity shine through. We’ll look at real-world examples, so you learn to quickly assess what is and what isn’t authentic, and we’ll teach you how to craft the former, not the latter. You’ll walk away with a full understanding of the critical role authenticity plays in the digital experiences you create, and how to use a simple authenticity audit to make sure your brand is genuine in each-and-every customer interaction.

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Cut the BS: How to Use Authenticity to Build Trust - Donna Mostrom, Damn Smart Marketing, LLC

  1. 1. MASTER CLASS PHOENIX, AZ ~ NOVEMBER 17 - 18, 2022 DIGIMARCONSOUTHWEST.COM | #DigiMarConSouthwest Donna Mostrom FOUNDER & CONSULTANT DAMN SMART MARKETING, LLC Cut the BS: How to Use Authenticity to Build Trust
  2. 2. Why It Matters 86% of consumers say authenticity is important when deciding what brands they like and support. https://stackla.com/resources/reports/the-consumer-content-report-influence-in-the-digital-age/
  3. 3. People Changing Brands 75% of Americans changed brands during the pandemic. https://www.mckinsey.com/featured-insights/coronavirus-leading-through-the-crisis/charting-the-path-to-the-next-normal/consumers-who-switched-brands-during-the-pandemic-most-often-cited-price-and-value
  4. 4. https://www.brandwatch.com/reports/state-of-social/ Community content has never been more important. The market is saturated, and an alignment of consumer values with a brand’s mission and purpose often influences consumer purchasing decisions. Consumers are increasingly looking for authenticity from brands. - State of Social, Brandwatch
  5. 5. How It Affects Perception Builds trust Credibility Makes you relatable Connection Creates brand loyalty Brand evangelism
  6. 6. Real-World Examples
  7. 7. Value
  8. 8. Value
  9. 9. Trust
  10. 10. Trust
  11. 11. Voice
  12. 12. Voice
  13. 13. https://www.ftc.gov/business-guidance/blog/2016/06/billions-back-consumers-vws-false-clean-diesel-claims Transparency
  14. 14. Transparency
  15. 15. Relatability
  16. 16. Relatability
  17. 17. Tactics Value Trust Voice Transparency Relatability
  18. 18. Conduct An Authenticity Audit 1 2 3 4 5 Is it true? Will this benefit my audience? Can I fulfill my promise? Is it sustainable? Is it believable?
  19. 19. Is It True? Back up with data Credible source User-generated content (UGC)
  20. 20. 75% of marketers know that adding UGC makes brand content more authentic. 81% of consumers said they needed to trust a brand before buying from them. https://www.tintup.com/blog/user-generated-content-stats-2021/ https://www.edelman.com/sites/g/files/aatuss191/files/2019-07/2019_edelman_trust_barometer_special_report_in_brands_we_trust.pdf Is It True?
  21. 21. Will This Benefit My Audience? Emotional Physical Mental Financial
  22. 22. Can I Fulfill My Promise? Set realistic expectations Be reliable Take action
  23. 23. For many years as marketers, we’ve made things shinier, bigger, and brighter than they actually are. And this is terrible for the customer experience. The reason is you are starting a relationship with your customer by letting them down. - Blake Morgan
  24. 24. One-time vs. ongoing Easy to maintain Show up Is It Sustainable?
  25. 25. Consistency On brand Track record Is It Believable?
  26. 26. Uncover Your Authenticity Pitfalls 1 2 3 4 5 Is it true? Will this benefit my audience? Can I fulfill my promise? Is it sustainable? Is it believable?
  27. 27. See my work: DamnSmartMarketing.co Hire me: Donna@DamnSmartMarketing.co Connect with me: Linkedin.com/in/donnamostrom

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