The Drum has teamed up with user-generated content marketing platform Stackla to host an event on how brands can become more authentic in their interactions with consumers.
The panel event, Brands in the Age of Authenticity, will dissect why authenticity should be a core aspect of a brand’s marketing strategy – as a new study by Stackla reveals 86% of consumers say authenticity is important when deciding what brands they like and support.
A panel of marketing experts next week will explore what drives consumer trust and brand affinity. Even in today’s consumerist and celebrity-centric culture, 60% of consumers say content from a friend or family member influences their purchases decisions, while just 23% say content from celebrities influenced their purchasing decisions.
A key part of the debate will focus on how authenticity can help brands emotionally connect with consumers. Stackla’s study shows consumers are three times more likely to say that content created by a consumer is authentic compared to content created by a brand
Panellists will also discuss how the upcoming General Data Protection Regulation (GDPR) will impact marketing and advertising strategies, and how brands can use emerging technologies like machine learning to create memorable experiences for consumers.
Andy Mallinson, managing director at Stackla, said: “Today’s marketers need to engage on consumers’ terms which are grounded in a desire for authenticity. We’re excited to host an event where brands that are leading the way in customer-centric marketing can share their successful strategies for tapping into the real, relatable and trusted content their customers are creating online everyday.”
Brands in the Age of Authenticity takes place on 15 November at the WeWork Aldgate Tower in London. It features speakers from Busabout, DMA Social Media Council, iris Worldwide and Stackla.