Customer Behaviour

How social media impacts consumer behaviour

brightonSEO April 2025

This talk is aimed at marketing managers, digital and social leads, e-commerce execs and UX designers.

We will explore the transformative role of social media in shaping the consumer journey. Topics will include:

Social commerce growth;
Social listening;
Customer journey mapping:
TikTok potential;
Relationship building:
The importance of data-driven strategies

Share this talk:

About this session

Auditorium 2, Brighton Centre, Kings Road, Brighton and Hove, Brighton, BN1 2GR, United Kingdom

Thu 10 Apr, 2025 | 04:50 PM

Why optimising for CTR is damaging your performance

brightonSEO April 2025

This talk is for marketers of any level; it should create a moment to consider how managers and above are measuring performance.

CTR is a metric we have been using for years, but is it the right metric to really judge the quality of our listing on the SERP? In this talk Lottie will demonstrate why focusing on CTR as a metric to optimise to and as a measure of performance is flawed.

In a world where we are looking to create more personalised and relevant brand experiences, ensuring we are answering the right question for the audience, messaging which discourages someone from interacting with copy can be as effective and often more so, than those which generate high clicks to site. This is in addition to the variety of other factors which also influences CTR, ultimately making it an ineffective metric to use for reporting and benchmarking.

Identifying the right metrics to measure performance are vital to enable business growth in any channel.

Share this talk:

About this session

Auditorium 2, Brighton Centre, Kings Road, Brighton and Hove, Brighton, BN1 2GR, United Kingdom

Thu 10 Apr, 2025 | 04:50 PM

Beyond blue links: the evolution of search intent and discoverability

brightonSEO April 2025

This talk is for anyone who wants to understand user behaviour around discovery in general. Whilst not a complete beginner talk, not much experience within the SEO industry is required.



Share this talk:

About this session

Auditorium 2, Brighton Centre, Kings Road, Brighton and Hove, Brighton, BN1 2GR, United Kingdom

Thu 10 Apr, 2025 | 04:50 PM