11 January, 2019

Dentsu’s iProspect Releases 2019 Whitepaper On Trust

Taking decisions for the future child standing with many direction arrow choices, left, right or move forward

By Sarah Bamford

Global business performance agency, iProspect, has released its fourth annual whitepaper, 2019 Future Focus: Searching for Trust.

The whitepaper is built to help marketers navigate and master the notions of truth and authenticity in the hyper-sensitive global media landscape today.

The report predicts that those businesses grounded in credibility, relevance and reliability across all their marketing channels will see trust at the very foundation for their success in the digital economy.

iProspect 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 per cent of marketers making trust in their brand a priority in 2019.

Marketers see gaining consumer trust as vital to business growth with 76 per cent stating that trust is important to keep consumers buying their brand.

Digital will play a clear role in this with 34 per cent stating that Voice Search is their priority emerging marketing channel in 2019, and a further 60 per cent believing that the rise of AI will increase consumer trust as it allows for more relevant and personal experiences.

iProspect Asia Pacific CEO Joanna Catalano said: “As the digital economy continues to influence Asia’s rapidly developing and dynamic markets, we are seeing our clients and consumers place greater focus on the intersection of trust and technology.

“More than ever, brands are mindful of the platforms they invest in; they seek to cultivate partnerships which allow them to explore new ways to build and reinforce credibility, relevance and reliability in the eyes of consumers.”

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. Successful brands will be those who focus on relevant experiences, outplay the influx of digital content, and understand cognitive bias to improve consumer experience.

Reliability in the Age of Convenience: 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.

In this latest publication, iProspect share their perspective on how brands can make changes across all elements of their business to harness consumer trust and be poised for success in 2019.

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