Future Focus 2019: Searching for Trust

We interviewed more than 300 global marketers and leaders across a broad spectrum of brands, including FTSE 100 and Fortune 500 companies, and used the real-time responses to outline key insights and priorities necessary for businesses to thrive in our fast moving, high expectation digital economy. 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

Building on iProspect's 2018 research looking at the metamorphic rise of Machine Learning and Artificial Intelligence,the 2019 Future Focus whitepaper 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.