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In moments of crisis, it isn’t just important for brands to deliver accurate, timely answers—it’s essential in order to win and maintain customer trust. Now more than ever, companies must make it a priority to deliver brand-verified answers straight from the source, wherever their customers are searching.

A recent survey by Edelman demonstrated the significant impact of trust; 47% of consumers put their confidence in a brand’s products. Meanwhile, 55% said that brand trust has everything to do with how a company treats its customers.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Duane Forrester, vice president of industry insights at Yext. He shared how brands can leverage natural language processing (NLP) and intent marketing to build a responsive, intuitive search ecosystem.

Watch the webinar to learn:

• How search can impact consumer trust in three key make-or-break moments
• How to leverage NLP and intent marketing to win and sustain a high level of customer trust
• What marketing tech stack mix is required to support an accurate and efficient search experience

PRESENTERS

Duane Forrester is the vice president of industry insights at Yext. He has run a global digital agency, the Bing Webmaster Tools program (and been part of the team that launched Schema.org) and ran the SEO program for MSN in the US & Americas. During his 20+ year career, he's authored two books through McGraw Hill, offered guidance to Fortune 500 companies, spoken at hundreds of digital marketing conferences worldwide and helped the White House with their websites.

Marissa Coslov is vice president of business development at eMarketer. She is an experienced sales and account executive, with a proven track record of selling on an enterprise level while educating and building value among the world’s largest and most recognizable brands, agencies and ad-tech companies.