Drugi jezik na kojem je dostupan ovaj članak: Bosnian
For years now, marketing has been going through an unstoppable, dynamic digital transformation, through constant development and growth of new technologies. Apart from changes in habits and affections, consumers are more and more raising the question whether advertisers, brands, and their advertising messages can be trusted?
iProspect, a digital marketing agency and a member of the Dentsu Aegis Network, brings the Future Focus 2019: Searching for Trust report, based on a global survey of the advertising and marketing industry.
For the fourth year in a row, through talks with more than 300 global marketers and leaders across a broad spectrum of brands, including FTSE 100 and Fortune 500 companies, iProspect brings answers to highlight the key insights and priorities needed for business in the digital world.
Can we utilize the full potential of new technologies?
Future Focus 2019: Searching for Trust report is based on the research that included more than 300 marketing experts and leaders from around the globe, representatives of many Fortune 500 companies. The report also includes exclusive interviews with global leaders from businesses, such as The New York Times Company, IBM, Microsoft, Hilton, The Economist, Rachel Zoe, Inc., and AccorHotels.
Feedback shows that trust is at the forefront globally with 88% of marketers making trust in their brand a priority in 2019. Marketers see gaining consumer trust as vital to business growth with 76% stating that trust is important to keep consumers buying their brand. Digital will play a clear role in this with 34% stating that Voice Search is their priority emerging marketing channel in 2019, and a further 60% believing that the rise of AI will increase consumer trust as it allows for more relevant and personal experiences.
Thanks to artificial intelligence and machine learning, marketing is being transformed into a service sector tailored to the 21st century, but also into one of the creators of trends of the digital industrial revolution. Although digital transformation has long been present in the market through communication and various tools, Future Focus raises the question whether consumers can emotionally and mentally follow the technological development that is exponentially growing? All of this has been accompanied by rapid communication and exchange, and for many, digital advertising continues to be something unknown and risky.
Leaning on the research of iProspect from 2018, which dealt with metamorphous rise of machine learning and AI, the Future Focus 2019 focuses on the search for trust, including:
- Credibility in The Age of Doubt: The role of purpose in the digital economy and how immediate benefits for brands will be bestowed to those who can use digital to build and reinforce their credibility in the eyes of consumers.
- Relevance in the Age of Noise: The rise of shrinking consumer attention and an increasingly fragmented consumer landscape.
- Reliability in the Age of Convenience: Successful brands will be those who focus on relevant experiences, outplay the influx of digital content, and understand cognitive bias to improve consumer experience.
Download to explore why the foundation for brand success in the digital economy will be built on establishing credibility, relevance and reliability.