Flora Frichou, our newly-minted content strategist, recently attended Marketing Week Live. In this article, she recaps the event and shares three essential takeaways for marketers.
On the 8th and 9th of March, some Trusties (our Trustpilot Employees) attended the Marketing Week Live Event (MWL) at the Olympia Central in London.
For those of you who haven’t heard of it before, MWL is a yearly two-day event that covers everything from the fundamentals of marketing to the latest developments in technology to inspirational discussions on leadership.
Both our sales and marketing team attended both days of the event.
Check out the highlight reel from last year's event below.
Shoutout to the Sales team, who did an amazing job explaining the benefits of using our platform and helping marketers understand the strategies they needed to implement and shoutout to the Marketing team, worked extremely hard organising the event and setting up the stand. All of this wouldn’t have been possible without them, so thank you!
Now you might be wondering… what did we learn from Marketing Week Live?
It’s safe to say that our Gelato cart was a success, despite our team having all developed a hazelnut ice cream addiction.
Seriously, our gelato cart was well-received by everyone and helped make our presence at MWL a great success.
But Marketing Week Live was about much more than gelato and hazelnut. We also learned a lot about this year’s marketing trends and what we can expect from the industry in the coming year. Below are our top three takeaways from the event.
Marketers Need to Embrace a Culture of Data-Driven Insight
If brands use data to drive their marketing, they will reach the right consumers, at the right moment. By integrating data in your marketing initiatives, you can speak to your customer from a shared source of truth - independent, third-party validated data.
Some of the marketers at MWL highlighted the impact data has on marketing strategies and how key data insights should be implemented across an entire business to get to the heart of a customer’s thoughts and concerns. By aligning with a customer, you can more effectively market to them and their needs.
Consumer-Centric Marketing is the Future
Alan Duncan, Marketing Director at Trustpilot Europe, had the pleasure of giving a talk entitled “Building Brands With Trust” on the first day of the event.
Trust has changed. But what does this mean for your brand?
Customers no longer believe in ads. Google’s DoubleClick recently showed that across all ad formats and placements, the average click-through rate was .05%. Customers no longer want to be told what to buy. That’s why they research. Instead, they want to know the company behind the product, behind the service. They want transparency, trust, and good customer service before anything else.
Check out one of the case studies Alan presented at the event and discover how building your reputation and creating personal relationships with your customers makes a substantial difference in your company’s success.
Needless to say, Alan inspired us all with his brilliant and insightful speech about implementing trust into marketing strategies.
Social is (still) a Big Deal
But how do you differentiate yourself from other brands when everyone is creating and sharing great content?
Let’s face it. Brands have realised content marketing is important and everyone’s made massive efforts investing in content strategies and storytelling. Companies invested in content marketing no longer have the same advantage they used to. Now that everyone’s doing it right, is there really a way to be different and successful?
User-generated content (UGC) has been an established pillar of marketing but most departments think of social media platforms whenever looking to implement a UGC strategy. At the same time, brands and companies have strayed from the testimonial, reserving it for bottom of the funnel B2B marketing.
However, your customer’s voice might just be the most useful tool you could ever use. It’s not about utilizing a ‘hard sell’ approach of a testimonial. Instead, it’s all about turning your customers into marketers by leveraging reviews, a user-generated piece of content that authentically speaks to your reputation as a customer.
Using Trustpilot to Keep Up With New Marketing Trends
Trustpilot allows you to collect reviews and share them in a multitude of ways. However, our platform also offers helpful analytics tools that give you insight into what your customers think at every step of the buying journey. By analysing online review data, it’s possible to understand your audiences better and adapt your strategy to their feedback in order to perform better in the future.
Reviews offer businesses a new way to market to consumers by using UGC and employing trust and authenticity as a differentiator. It keeps businesses and companies honest. If your company delivers a stellar product with unmatched service, you’ll find that customers will be more than happy to advocate for you.