An evolutionary change for Shopping Ads on Google is upon us, yet many searchers will never notice the difference. For the first time since Froogle, effective immediately, Google is allowing unpaid product listings on its “shopping properties” (the Google Shopping Tab). You heard that right, free product advertising on Google Shopping! No need to create a new feed, just ensure you are opted-in to “surfaces across Google”. Why make this change? The answer is two-fold. In the short-term, amidst this COVID-19 pandemic, Google wants to help businesses combat the decline in brick and mortar sales. This change offers all brands the opportunity to sell on Google Shopping, without the need for investment in ad spend. The update was scheduled for later in the year and would have most likely been a slower roll out, but in response to the challenges in the retail sector due to the coronavirus pandemic, Google advanced their plans. From a long-term perspective, this is the next phase in competing with Amazon. Products on Google Shopping are no longer limited to brands with big budgets, allowing new and unique products to be displayed, which may better suit consumers' needs, creating an improved user experience and increasing the likelihood of a purchase. In addition, Google added PayPal to its list of eCommerce partners, opening the door to future advancements and the possible expansion of “Buy on Google”, a feature where the user completes their purchase without ever leaving the Google Shopping property. Via increased relevancy, increased conversion rate, and decreased barriers to entry, Google is hedging their bets that over time, this will create a behavioral change away from both their large eCommerce competitors and their new social eCommerce competitors. For the consumer As a result of the lowered barrier to entry for retailers (zero cost), consumers will get more choice in product selections due to the increased number of brands on the page. However, there is another factor which increases consumer choice. With large retailers, typically, only about 30% of their feed inventory is displayed due to the nature of Paid Advertising and the drive for efficiency in spend. For the other 70% of inventory, the performance metrics simply did not make Google Shopping a viable solution. For example, the cost of listing a $4 nail glue in Google Shopping outweighs the potential profit so advertising would need to be paused. However, Unpaid Product Listings open up this 70% of inventory as there is no cost. The consumers truly benefit from this update, getting more variety both in overall brand as well as individual product selection. But what does this mean for you as a retailer? There will be an impact to Performance, Reporting, and Optimization, but it is up to you to ensure it is a positive impact. Performance – The Paid Media real estate on Google Shopping properties will be dramatically reduced. Similar to the removal of the right rail ads in 2016, we can predict that this will lead to instability in product visibility (ad position and impressions) and inflating CPCs, as advertisers battle for the limited ad slots which remain. These limited ad slots will be housed in their own carousel at the top of the page while the new organic listings will populate underneath. However, it is worth remembering that there is now an abundance of free listings to take advantage of, so the potential increase in CPC will likely be offset by the free clicks elsewhere on the page. Additionally, as it stands, the majority of paid traffic still flows via the traditional SERP on Google.com, which remains unaffected by this change. With new products, more choice, and possibly lower price points, CTR could potentially drop. Google’s plan is to increase product relevancy for the consumer by allowing free product listings thus directly competing for that all-important “click”. While CTR is an advertising metric, what you, as a retailer, truly care about is qualified site traffic. This change may allow your brand to serve in both a Paid slot and a Free slot, therefore increasing the likelihood of incremental site traffic, offsetting any decrease in CTR. Also, at the present time, the majority of traffic is via the SERP which remains unaffected. Reporting – Currently, reporting for the Unpaid Product Listings sits within Google’s Merchant Center and exclusively focuses on clicks. For tracking and analysis purposes, you will likely want to enable auto-tagging or build custom click parameters. It is important to note that organic clicks will be aggregated together in one-line item. Google is working on the ability to segment data by category, product, and brand. As Google Shopping becomes more comparable to marketplaces like Amazon, it will be beneficial for retailers to aggregate metrics to share insights and inform strategy. Reporting will remain challenging in the short term. However, we must bear in mind this was an accelerated roll out by Google and that more functionality is to come over the next few weeks and months. Optimization – This update opens the doors to a new and exciting world of Shopping Feed SEO. Like Google Shopping Ads, these new unpaid listings will be powered by a product data feed managed through Google Merchant Center. We previously mentioned that CPCs are likely to increase, CTR may possibly decrease, and the best way to combat these from an overall business perspective is by maximizing visibility in the unpaid slots but this is a challenge without a robust data feed solution. The quality of your product data (paid and organic) is directly correlated to higher visibility on the SERP so your feed set-up matters now more than ever. A “functional” feed is not enough to drive success. But what differs between a functional feed and a best-in-class feed? Merchant quality, product data quality, and user engagement are three of the most important factors, but are also just the tip of the iceberg. From an Organic and Structured Site Data standpoint, there are a few elements that should be considered essential: ● The feed should use only Canonical URLs to avoid pulling information from the wrong version of a page. ● Schema Markup should be utilized and must match the contents of the page. ○ Pricing Schema should be considered, especially for any sale price items Retailers need to consider developing a technology-based frame of thought that outlines a strategy to achieve performance goals, layered into the role and impact of data feed solutions to arrive at that destination. While we expect results of this evolution in Google Shopping to be relatively small in the short term, we believe Google will now look to establish innovative ways to increase traffic, thus increasing the impact, both positive and negative. Unpaid Product Listings are valuable for Google, helpful for the consumer, and can be beneficial for brands as long as marketers monitor performance, optimize toward the data, and increase focus on feed based optimization. Amend these practices immediately to future-proof yourselves and truly reap the benefits. 0
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XYZ 世代都踹共！安布思沛推出原創節目《iPTV》型塑公司文化 94 狂
iPTV 豐富多元變化的節目內容 電通安吉斯集團 (Dentsu Aegis Network) 旗下專注於提供全球數位績效表現的安布思沛台灣 (iProspect Taiwan)，一直以來都認為「人」是品牌最重要的資產。根據英國專業會計員協會 (AAT) 調查報告顯示，有八成的上班族表示，在職場上同事間相處融洽最重要，而良好的溝通是減少摩擦的重要因素。由於安布思沛台灣團隊的平均年齡相當年輕，因應數位時代的變化，與這群新世代員工的溝通方式必須有所轉換，而非使用過去傳統你說我聽的單向溝通方式。 人家說年輕世代就是影音世代，短影音、YouTuber、直播的崛起，完全說明新世代的變化，品牌必須學會新的溝通方式，才能與新世代對話。因此安布思沛台灣為促進公司跨部門交流、同事間互動，推出了品牌原創節目 – iPTV，透過節目趣味的方式傳達公司核心理念，幫助員工了解公司願景、數位趨勢、認識主管與人才等，強化人與人、主管與下屬、部門與部門之間的溝通。 安布思沛台灣執行長蔡秀麗 (Carrie Tsai) 表示：「安布思沛始終講求真實、透明，自製 iPTV 節目是一個提供年輕人想法交流的平台，也是讓他們展現自我的舞台。放手讓大家學習承擔責任，讓年輕人用自己的語言及表達方式與年輕人對話，我相信跨世代的溝通會更有效並充滿樂趣。」 iPTV 3.0 版全新節目主持陣容與單元 iPTV 自 2018 年 7 月首播，比擬帶狀電視節目，每雙週五於 YouTube 頻道及公司電視牆播出。節目從內容規劃、腳本編寫、尋找演員到拍攝剪輯配音，完全 100% 由安布思沛台灣 iPTV 製作團隊一手打造。iPTV 不僅由員工發想內容，節目中也有許多專訪人才、突擊訪問同事看法的內容規劃，我們也嘗試與暑期實習生合作，放手由他們策劃 iPTV 節目內容，透過 Z 世代的角度製作出突破以往的影片，證實讓年輕人擁有展現自我的機會，能感受到自己對公司是真的有影響力。 節目開播至今共播出 29 集，受到許多同事喜愛，為迎接滿一週年，節目全新改版升級，不僅於公司內部以星探方式挖掘適合人選來面試主持人一角，主持人更由原本一人獨挑大樑升級為多人主持團隊陣容，在節目內容上將走向深度探討公司議題及了解員工心聲。希望藉由全新改版節目，幫助同事們對公司價值觀及文化的理解，了解不同角色的觀點，並成為公司與同事間的雙向溝通平台。除此之外，節目原先僅供內部員工觀看，未來將規劃對外公開部分內容，讓大眾能更進一步了解品牌核心價值以及真實的安布思沛台灣，請大家敬請期待！ 0
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Media 3.0 - 迅雷不及掩耳的媒體行銷科技戰來了，你準備好了嗎？
科技，毋庸置疑地扮演著人類文明進步的推手，而在講求消費者媒體接觸的廣告傳播界來說，媒體行銷科技的技術平台之崛起與應用，深化了你我對消費者的理解，直接改變了行銷人員在媒體配置的思考慣性，甚至是團隊的組織型態。 過去 30 年，台灣媒體產業經歷了兩次結構性的大型演化，第一次是 1994 年電視環境開放了有線電視台執照的申請，消費者有了第四台的視聽選擇，使電視廣告也成為當時的媒介主流，自此盛行了超過 20 年，我們稱為 Media 1.0 時代。 根據台灣數位媒體應用暨行銷協會 (DMA) 的調查，2016 年台灣的數位媒體投資量首次超越電視廣告，開啟了 Media 2.0 時代，也就是以數位為主流的媒體行銷戰局，正是第二次的媒體產業演化。績效行銷大行其道，以轉換數據為衡量目標的績效優化，揭開了過去衡量成效的黑盒子，行銷人員找到了對老闆解釋數位媒體導致業績成敗的救贖方案，但從此皆大歡喜了嗎？ 行銷人員的數位百憂解，其一是「行為的數據」 隨著媒體環境的多元，消費者日常觸及的媒介管道所建構出來的消費者旅程，以及策略佈局的行銷漏斗，早已不是慣性思維下的線性傳播，因此，當付費媒體操作帶來的一致性的績效驗證邏輯，不偏頗單一媒體的數據判讀，直接略過消費者複雜的行為歷程，只檢視最終點的轉換績效來說，的確讓行銷人員找到了部分的解方。然而，績效行銷其以數據為核心的運作模式，在 2019 年的現在，不再只侷限消費者所能觸及到的付費媒體動線上，因為當分眾行銷與個人化傳播的背後，搭著媒體科技劇變的發展作為推手，特別是當 5G 與物聯網的崛起，究竟要掌握到多少數據，才能在這個 VUCA (Volatility, Uncertainty, Complexity, Ambiguity) 年代，當個有憑有據的行銷策略規劃師，而不是心虛的趨勢算命預言家？「行為」的數據是關鍵。掌握「快、狠、準」的數據，才能在分析上無縫接軌。 當電商紛紛面臨流量紅利效益的銳減，最大的問題，還是出在對潛在消費者的觸及與循環不夠，以及無法全面掌握已網羅顧客的「行為」數據；使得看似有千千萬萬筆的交易資料，卻少了動態消費者旅程中的行為資料。這將導致行銷執行策略無法直接與消費者連結，因為能夠與他們連結與觸發的行為訊號不存在，也就是付費媒體流量所帶來的群體匿名數據，在無法串連行為數據的前提下，就不能直接與個別顧客的身分產生認同與呼應，導致無法在「對的瞬間 (Right Moment)」、用「對的管道 (Right Channel)」、投以「對的意向偏好 (Right Intent)」。 只要能掌握「行為」數據，甚至深入了解該顧客的購買考慮週期、瀏覽動線、購買決策變因，在模擬最佳投資報酬率的測試計畫上，優化過去的付費媒體配置，搭配自有媒體的歷史數據，整合機器學習 (Machine Learning) 的測試與預測，來開啟 Media 3.0 科技賦能的時代，用科技加速數據驅動 (Data Driven) 的策略判斷與優化效率，以達成全媒體管道綜效最大化的終極目標。 MarTech 是 Media3.0 的加速器，讓數據的整合連結得以規模化成長 Media 3.0 著重於三個層次的進化，第一是整合行為資料作為動態消費者歷程的分析基礎；第二是超越付費媒體的投報思維，串聯客戶端自有媒體的溝通管道，將客戶的行銷資源發揮到極致；第三則是突破單一媒體巨擘 (例如: Google 或 Facebook) 的廣告生態系，讓前兩點所整合的資料源，能延展運用到顧客資料。藉由使用中立的行銷系統科技平台 (MarTech)，以整合所有數據資料的斷點，成為可供全面佈局的運作結構，透過平台加速整合數據，就能成就大數據的連結脈絡，以因應日後人工智慧 (Artificial Intelligence) 自動化的時代來臨，最終真正實現智慧行銷大未來的理想國。只不過，MarTech 的應用，仍是現今許多行銷人員焦慮的一環。 過去，行銷人員在面對數位化的浪潮，躬逢其盛的當時，也歷經策略視角上的自我懷疑，以及數位應用上的摸不著頭緒；時至今日，好不容易捱過 Media 2.0，也搭上數位太空母艦，但錯愕的是，當現今談到 MarTech，對於那些善於撰寫策略的企劃大師、或是因窄化分工而不曾親力親為的行銷人員，若沒有以數據應用與科技原理的邏輯當作思維的基底，也就無法體會 MarTech 在行銷工作上的助益，例如：如何有效地區別何謂「可行使的洞察訊號 (Actionable Insight)」，以及區別後的執行成效為何。因為這都需要長期累積在動態數據 (Dynamic Data) 應用上的理解與經驗，才能徹底實踐。 我認為當今 MarTech 的應用也就是 AdTech 的延伸，而台灣在 AdTech 的技術已經走了好幾年，市場上也有一群熟稔於媒體系統 (AdTech) 之分析與優化經驗的專家，也就是安布思沛台灣 (iProspect Taiwan) 一直以來佈局經營的優化人才，可以扮演著 MarTech Enabler 的角色，幫助品牌端的行銷人員，在數據無縫串聯的平台下，挖掘更深的消費者脈絡，並在最適切的時機與管道，傳遞最容易取得共鳴的經驗。當消費者感知的所有接觸經驗也被完整串聯，消費者對於品牌、商品、服務的偏好與消費可能性，也能從數據驗證的角度被提升與優化。 MarTech 跟 AdTech 一樣並非空談，若沒有三兩三，光靠嘴上練兵，乃無法驗證實績。在數據當前的現在，成功是有跡可循，對於行銷人員來說，現在正是最好的年代，驗證你的假設，實現有所本的夢想，而媒體科技正是主導這股浪潮的加速器。當智慧自動車、人類上火星，都不再是癡人說夢的二十一世紀，面對媒體科技的新浪潮，身為行銷人員的我們，虛心的問問自己，你準備好了嗎？ 0
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安布思沛台灣 Thank You Party 一日系列活動，加碼不斷引爆全場狂熱
歲末年初，不論是尾牙或開春，都是公司犒賞員工過去一年辛勤工作，與大家同樂的開心日子。安布思沛台灣於 1 月舉辦了一年一度的尾牙盛事，今年的尾牙更加碼延長成一日系列活動，讓全體同仁備感重視，也為 2019 年揭開新的篇章。 年度盛事的尾牙由早晨的「象山攻頂」揭開序幕，由於辦公室隔壁就有一座鼎鼎大名的象山，坊間流傳一句名言：沒爬過象山不要說你是台北人！藉由登高望遠爬象山的活動，希望 2019 年大家都能登上高峰，氣象開闊。當然，考量現代都市上班族，平常埋沒在忙碌的工作之中，無暇接觸大自然。活動初衷是期望安布思沛台灣的夥伴們在辛苦上班之餘，活動活動筋骨，吸收芬多精，讓心靈更放鬆、身體更健康！但真實的情況是大家充滿活力地出發，大概爬到中途就開始出現哀嚎聲不斷…有人爬到氣喘吁吁、有人走到腳痠無力，不過即使再辛苦，這群外表看似年輕，骨子裡卻是老頭的大家，終究還是完成任務，順利攻頂！ 圖1：iP 型男大方出借壯碩的背肌，貼上象山路線圖，就不用擔心會爬到迷路了。 圖2：完美的團體合照背後都是辛苦的工作人員完成的，不夠高沒關係，我們有人體腳架增高器！ 圖3：即將進入層層階梯，步步高升的象山步道。 圖4：大家雖然爬得汗流浹背，但看到鏡頭還是不忘微笑比YA。 待全員抵達終點站，象山的攝手平台已經完全淹沒在我們人群底下了，安布思沛攻頂的成就達成！回到辦公室，等待大家的是熱騰騰的美味早點，阜杭豆漿燒餅、豐盛號炭烤吐司、吉龍糖黑糖珍奶和胖老爹炸雞一字排開，待工作人員一喊開動，場面猶如黃蜂過境，看來大家都卯足全力登山，整桌滿滿的食物瞬間被掏空！補充完體力後，下午時間公司精心安排了專業的彩妝師及髮型師，替大家化妝做造型，讓各位晚上都能美美地出席尾牙慶典，這麼貼心的公司去哪找啊！ 圖1：整桌滿滿的美食，早上好不容易消耗的卡路里瞬間補給完成。 圖2：饑腸轆轆的大家，為了爭奪食物完全沒在顧形象的。 圖3 & 4：專業造型師正在替同事上妝編髮大變身。 終於來到晚上的重頭戲 Thank You Party，由於 iProspect 的總部位在英國倫敦，提到英國，大家首先想到的不外乎是大笨鐘、倫敦鐵橋…，尤其「紳士文化」對英國人來說特為重要，因此今年安布思沛台灣的 dress code 主題就是『英倫貴族風』，讓每一位成員都有紳士、淑女貴族風範。而參與盛會的工作夥伴們各個皆卯足勁地打扮，甚至還有人穿上媽媽的陳年洋裝來，除了服裝，現場更安排皇家衛兵守門迎賓，讓當晚瀰漫著濃濃的英倫風味。 圖1 & 2：大家都很用心的打扮穿搭，變身為英倫貴族紳士。 圖3：由電通安吉斯集團台灣執行長 Jennifer Tang 帶領安布思沛台灣舉杯揭開序幕！ 圖4：尾牙中穿插同事們精心準備的表演節目。 活動整晚可以說是嗨翻天，最佳服裝比賽的每位選手為了贏得投票，全都豁出去走秀，除了扭腰、擺臀，甚至連名模的凹腰、壓腳背不符人體工學的姿勢，同仁們都毫不羞澀地展現自我，炒熱全場氣氛。除了服裝比賽外，還有精彩萬分的表演節目，台上奮力地演出，台下的粉絲後援會也不遑多讓地用力尖叫！啤酒大賽、還有大家期盼已久的抽獎，更將活動推到最高潮，賽錢箱的加碼贊助幾乎把主桌的貴賓皮夾都掏空了，甚至聽說財務長皮包預算沒控制好，最後連搭計程車回家的錢都沒有，真是不好意思啊！(明年請記得先留點車錢啊！) 圖1：啤酒比賽參賽選手們蓄勢待發 圖2：iProspect最佳服裝比賽時尚名模走秀 圖3：台下很認真的粉絲後援會 圖4：沉浸在歡樂氣氛的同事們 2018 年對於安布思沛台灣是個精彩充實的一年，經歷了集團搬家、組織變動，我們克服了困難，朝著計劃目標邁進了一大步。〝人〞一直以來都是 iProspect 最注重的資產，為了體恤大家盡心盡力在工作上，在這特別的一天把安布思沛的大家庭聚在一起，吃吃飯、聊聊天，看著大家臉上充滿歡樂的笑容，想對你/妳說〝辛苦了〞，新的一年也請多多指教。 0
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iProspect 舉辦首屆集團電競大賽，辦公室搖身一變觀賽直播區，體驗電競刺激臨場感
「電競」產業近年來正夯！台灣電競選手在國際電子競技比賽更是屢創佳績，而亞洲奧林匹克理事會 (The olympic Counsil of Asia, OCA) 也將電競比賽列為 2022 年杭州亞運的正式比賽項目。台灣電玩產業年產值高達 400 億，早已成為最火紅的產業之一。除了最受注目的電競選手，「電競主播」也成為年經人競相投入的新興職業。安布思沛台灣也跟上這波熱潮，於 12 月首創在集團內舉辦第一屆電競 PA 大賽，邀請集團各品牌好手一同來決戰傳說對決！ 為了營造電競比賽的刺激視覺觀感，我們將辦公室內的公共區域打造成觀賽區，現場直接投影大螢幕轉播戰況，一旁還有不負責任賽評解說分析，再同步線上直播，讓全集團的人可以直接線上觀賽。活動現場更備有爆米花機、零食飲料，讓大家邊觀賽還能邊享用美食。觀賽區旁的佈置也是費盡心思，花了安布思沛同仁數個工作天，手工裁剪拼貼總共 114 張 A3 紙張，做出傳說對決的巨型海報！ 自報名消息宣傳開始，陸續收到隱身在各大品牌間的高手紛紛報隊參賽！而 iP 內部首先展開激烈淘汰賽，甚至平常看起來溫柔賢淑的女同事，居然也是手遊高手，上了戰場後毫不留情將敵方趕盡殺絕，由衷地讓小編敬畏三分！經過一週的進攻防守，緊接著更如火如荼地由 Amnet 跑跑象王隊、dentsu X Team 和電通 IT Team，以及從淘汰賽脫穎而出晉級的安布思沛世界三大謊言隊進入四強賽，比賽現場看到各界好手奮戰廝殺，就在激烈緊張的交戰下，第一屆電競賽冠軍終於出爐！安布思沛地主隊憑著攻略性的選角策略及團隊合作的默契，成功擊敗 Amnet 跑跑象王隊，順利拿下電競 PA 冠軍盃！ dentsu X Team與電通IT Team比賽團隊 Amnet 跑跑象王隊與安布思沛世界三大謊言隊比賽團隊 相較於常見的運動賽事，電競為較靜態的比賽，但對全球的經濟成長已難以估計。事實上，現在已經有許多國內外的專業玩家藉由玩遊戲來賺錢，將自己的興趣轉為收入來源。而「電競產品」在這幾年更是許多電腦廠商主推的目標，不斷推出電競周邊設備，創造了不少商機。根據 2017 年電玩白皮書調查統計顯示，台灣電競族群的年齡普遍趨於年輕，24 歲以下占 55%，18-34 歲的 Y 世代高達 75% 曾接觸電競遊戲。這群年輕人在電視媒體可能很難觸及，但電競會是接觸這些年輕族群很重要的管道。藉由這次電競趴的熱烈迴響，更讓大家體認到電競手遊是不可忽略的市場。當電競這塊大餅已經從個人娛樂轉變為可看性極高的國際賽事，我們是否能趁勢搭上這波熱潮呢？最後，安布思沛感謝各品牌的熱情參與，希望大家在這場廝殺中都玩得相當愉快！ ※安布思沛電競 PA 冠亞軍四強賽直播回顧請看這裡 0
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Future Focus 2019: Searching for Trust
In Future Focus 2019, we examine how brands that are built on credibility, relevance, and reliability will see trust as the very foundation for their success in the digital economy. The digital economy has brought new opportunity for development and innovation in every business sector. While the majority is “good innovation”, we continue to see a significant gap at a societal level, driven by a continued disparity in access to technology based on socio-economic factors. In today’s hyper-sensitive media landscape, how should brands and publishers navigate the notion of truth and authenticity? 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. 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 60% believing that the rise of AI will increase consumer trust as it allows for more relevant and personal experiences.83% don’t believe brands will dominate over convenient experiences in the future 83% don’t believe brands will dominate over convenient experiences in the future 62% don’t have a proactive role in approaching online reviews, although they think reviews represent the greatest risk to consumer trust 62% say the quality of their purchase experience and after-sales service will be a priority for 2019 69% think the rise of digital assistants represents an opportunity to become closer and develop stronger relationships with consumers 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., IKEA, and AccorHotels. Chapter One: Credibility in the Age of Doubt Outlines 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. By protecting the integrity of their brand online, communicating their values, and leveraging the power of technology, brands will see a steady increase in trust of their brand. Includes exclusive interviews with: Mark Thompson, CEO and President, The New York Times Company, on leading the battle against misinformation and fake news. Armin Molavi, Interim VP Media, Hilton, on trust in the travel industry, social responsibility and the new place for data. Mark Cripps, Chief Marketing Officer, The Economist, outlines opportunities in the new value exchange and the notion of being data-responsible. Chapter Two: Relevance in the Age of Noise Explores the rise of shrinking consumer attention and an increasingly fragmented consumer landscape. Successful brands will be those who focus on relevant experiences, outplay the influx on digital content, and make the most of the Assistance revolution. Includes exclusive interviews with: Vanja Mlaco, Digital Growth Strategist, Transavia, on the importance of putting the consumer ahead of conversion, and using technology as a goal, not a means to an end. Carrie Seifer, Vice President and Chief Revenue Office, IBM Watson and Weather, on the unstoppable rise of AI and how trust and transparency must underpin all action. Laurent Tiersen, Country Marketing Manager, IKEA UK & Ireland, on the constant focus on staying relevant to their customers. Jonathan Foster, Principal Experiences Manager, Microsoft, on how he builds Cortana, using personality goes a long way to building trust, and using art to show humanity to humans. Chapter Three: Reliability in the Age of Convenience Focuses on the rise of convenience as it intersects with the more traditional power of brand, and highlights the subtle balance between building brands and designing highly convenient solutions. Successful companies will dominate by focusing on the convenience of their digital properties, media assets, and presence on third-party reseller platforms. Includes exclusive interviews with: Antoine DuBois, SVP Marketing Global Strategy, AccorHotels, on the convenience, artificial intelligence and the war for talent. Rachel Zoe, CEO, Rachel Zoe Inc., on navigating the rise and influence of digital in the fashion and luxury landscape, and why adaptability is key. DOWNLOAD THE FULL REPORT Trust. It's not an issue; it's the issue. 0
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