Future Focus 2018

iProspect releases 2018 Future Focus: The New Machine Rules

NEW YORK, NY:  Today iProspect released their third annual 2018 Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising today.  The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless consumer experiences to delivering greater efficiencies.

iProspect interviewed 250 of their global clients, including FTSE 100 and Fortune 500 companies, and used the real-time feedback to outline key insights and priorities necessary for businesses to thrive in our fast moving, high expectation digital economy.

Feedback shows that the transformative impact of Voice, AI, and Machine Learning is being felt across the entire business landscape with 55% of marketers surveyed agreeing that Machine Learning will allow them to make better decisions in 2018. 56% of the marketers surveyed highlighted “effectively managing large data sets to deliver personalization and relevant one-to-one experience” as their main priority in 2018.

"Advances in Machine Learning will allow for greater effectiveness and efficiency in marketing communications, freeing both marketers and agencies to focus on adding strategic value,” said Shenda Loughnane, Global Chief Strategy Officer, iProspect." Brands will need to understand how to balance the human vs. machine elements of their business in order to leverage the full value of both.” 

Building on iProspect's 2017 research looking at business growth in the digital economy, the 2018 Future Focus whitepaper discusses the new machine rules, including: 

  • Enhanced Customer Experience: closing the gap between consumer expectation and brand reality.                                                                                            

  • Digital Assistants are the New Gatekeepers: the dynamic between brands and digital assistants.                       

  • AI & Machine Learning Transform Marketing: the powerful impact that can be unlocked by brands who have effectively leveraged joint human and machines strategies.

  • Commerce Everywhere:  the shrinking distance between inspiration and conversion, and the shift from discovery to transaction.

  • The Rise of Amazon, the Everything Store: mastering the new marketplace to stand out. 

In this latest edition, iProspect share their perspective on how brands can make the most of machines in 2018, driving improved commerce results as well as accuracy and efficiency.  


About iProspect

iProspect is a global, award-winning agency – driving business performance for the world’s largest brands including adidas, Diageo, Hilton, Burberry, General Motors, Procter & Gamble, Gucci, and Microsoft. The iProspect team works across a network of 4,200 employees spread over 91 offices in 55 countries. 

In 2017, iProspect won more than 200 awards including 15 leadership recognition awards and 33 Agency of the Year titles, and was named a Leader in The Forrester Wave™: Search Marketing Agencies, Q4 2017, #1 Global Digital Performance Agency by RECMA, Industry Agency of Choice at The International Performance Marketing Awards, and both Best Place to Work and Most Effective Media Agency by The Drum. Global President, Ruth Stubbs, recently received top honors as the Vision winner for the first Women Leading Change Awards presented by Campaign360. iProspect is part of the Dentsu Aegis Network, a wholly owned subsidiary of Dentsu Inc.

Go to www.iProspect.com or follow us on Twitter @iProspect.

PR contact

Nate Nicely
Global Communications and Brand Strategy Manager, iProspect
DL: +001 917 683-7456