聚焦未来2019—寻求信任.pdf

3 FUTURE FOCUS 2019 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. This is despite heroic overtures from global behemoths such as Google, Facebook, Microsoft and others to right this wrong. The 2018 Dentsu Aegis Networks Digital Society Index reveals divided levels of confidence (45%) in the digital economys ability to create jobs and address this divide. Data is the currency of the digital economy. It is also still the basis of evidence-based proof, or truth in marketing. However, data in isolation can be a flawed indicator as the recent past has taught us. From fake news to bot farms, we now have more complexity to navigate than ever before. The ownership, access, and transparency issues that have arisen due to the speed and scale at which we are progressing have created an entire ecosystem where, ethically, everyone has never been more exposed to, or at the mercy of, the power of data, systems and technology. In todays hyper-sensitive media landscape, how should brands and publishers navigate the notion of truth and authenticity? If we are to derive one truth from the digital economy it is this: trust is not an issue, it is the issue.Our iProspect 2018 Global Client Survey, comprised of interviews with more than 300 clients, including CMOs and marketers of FTSE 100 and 500 companies, reveals that 88 per cent are clearly prioritising initiatives that will bolster consumer trust in their brand above all else.As businesses continue to transform in the digital economy, successful brands will be differentiated through their ability to establish unique relationships with their most valuable customers, ensuring time is well spent and value is equitably exchanged. As technology further blurs the line between information and value exchange, consumer trust is paramount. Transparency in data exchange is now foundational to creating and nurturing these relationships and will be fundamental in the agency value proposition with client brands. Being honest with ourselves, responsible with our stakeholders and partners, and transparent and pioneering with our clients is the only place to start.We are proud to present our fourth annual edition of iProspects Future Focus, wherein we explore how the consumer experience and the intricacies of personalisation influence the role of convenience in commerce.We believe those brands that are grounded in credibility, relevance, and reliability will see trust as the very foundation for their success in the digital economy. EXECUTIVE INTRODUCTION “ “ RUTH STUBBS Global President, iProspect Ruth Stubbs5 FUTURE FOCUS 2019 CREDIBILITY IN THE AGE OF DOUBT 1.1 The Chase for Purpose 1.2 The Value of Communications 1.3 The Intersection of Technology and Trust 01 RELEVANCE IN THE AGE OF NOISE 2.1 Understanding cognitive biases to improve experiences 2.2 Delivering individualised experiences with people-based marketing 2.3 Integrated experiences 2.4 Assistants and Voice redefine relevance RELIABILITY IN THE AGE OF CONVENIENCE 3.1 Do you choose convenience or brand? 3.2 Making brands digital properties more convenient 3.3 Turning media into solutions 3.4 Online marketplaces demand convenience 02 03 INTRODUCTION.pg.009 CONTENT 2019 pg.022 pg.030 pg.036 pg.046 pg.050 pg.058 pg.066 pg.082 pg.090 pg.096 pg.100 CONCLUSION.pg.1106 SEARCHING FOR TRUST7 FUTURE FOCUS 2019 TRUST IS NOT AN ISSUE, IT IS THE ISSUE. “ “9 SEARCHING FOR TRUST FUTURE FOCUS 2019 IS CONSUMER TRUST IN OUR BRAND A PRIORITY IN 2019? T rust; the reason behind stability of global financial markets, the motivation for rise of political parties, the human trait that makes placebo drugs effective. Trust has always been the foundation for durable relationships, the power at play in the development of every positive aspect of our societies. The mechanics of trust are deeply complex, influenced by macro-factors like wealth 1 , economic equality 2 , education 3and political stability 4 , but also by micro-factors, such as personal relationships or individual moral values. Despite unavoidable local variations, many sources report that trust tends to erode globally. This is particularly true for interpersonal trust (only one in four people say most people can be trusted 5 ), trust in media (only 40% of people believe the news media does a good job in helping distinguish fact from fiction 6 ), trust in institutions (in the U.S., trust in Government fell by 59% since 1964 7 ) and trust in businesses (only 26% of people believe businesses are transparent in the use of their personal data. 8 ) With 70% of CMOs believing that securing long-term customer relationships is key to supporting business growth 9 , this erosion of trust is concerning. Therefore, it is logical that 88% of marketers will make trust a priority for their brand in 2019. The rise of the attention economy Human attention has become a scarce commodity. With information overload intruding on our capacity to interpret, process and remember what we see and hear, it is no surprise to marketers that our attention has never been so fragmented. The evidence is hard to ignore: 62% of people from the 23 biggest economies admit they are constantly looking at screens 10 , Apple declares that iPhone owners unlock their phones 80 times a day on average 11 , and time spent on social media now exceeds 2 hours per day. 12Constant connectivity can be overwhelming for individuals and 57% of consumers believe the pace of technological change is too fast. 13In only three years, the share of people saying they often feel overwhelmed by the many choices they have as consumers jumped from 49% to 59%. 14 The Trust Equation This fragmentation of attention combined with the climate of trust increases pressure on the advertising industry and is driving a renewed focus on truth, authenticity and responsibility. To build, nurture, or regain trust, brands need to adopt principles that respect, respond, and value the scarcity of a persons time. In Future Focus 2019: Searching for Trust we focus on managing growth with integrity. We explore the impact of digital on trust in an era of unprecedented disruption, and the implications for us all. To do so, we have defined the Trust Equation and we will use it to see how brands can leverage digital marketing to deepen their relationship with consumers. FINDING TIME AND COMMON GROUND IN AN ERA OF POLARISATION Source: iProspect 2018 Global Client Survey10 SEARCHING FOR TRUST TRUST = CREDIBILITY + RELEVANCE + RELIABILITY11 FUTURE FOCUS 2019 Credibility In our model, we define Credibility as the capacity to be perceived as competent and legitimate. In the attention economy, it is critical for brands to be clearly identified as sources of truth. Relevance Credibility alone isnt sufficient for creating trust. In our equation, we define Relevance as the capacity to resonate with consumers. In the attention economy, consumers expect individually tailored solutions, accessible when and where they want them. Reliability The last variable of the equation is Reliability, which we define as the capacity to provide an experience that consistently and conveniently meets customer expectation during every interaction with a brand. 12 SEARCHING FOR TRUST FUTURE FOCUS 2019 T o discover if one of the parameters of the equation dominates the others, iProspect asked marketers to single out the most critical one of the three. Interestingly, the response across the three components is relatively even, reinforcing our conviction that the combination of the three components is essential for achieving trust. Which of the following is the most important in building consumer trust in your brand: Source: iProspect 2018 Global Client Survey 29% 32% 40% Credibility The competency and legitimacy of our brand Relevance Our brands ability to be relevant in our consumers daily life Reliability Our ability to deliver our product or service consistently and conveniently13 FUTURE FOCUS 2019 Global marketers move trust to the forefront in 2019: 76% 47% 72% 62% 60% 88% 62% 69% 83% say trust is important to keep consumers buying their brand define trust as brand loyalty and 47% define trust as consumers being ambassadors believe brands should be socially active and vocal about their actions dont have a proactive role in approaching online reviews, although they think reviews represent the biggest risk to consumer trust believe Artificial Intelligence in marketing will create more consumer trust by creating more relevant and personalised experiences say trust is a priority in 2019 say the quality of their purchase experience and after-sales service will be a priority for 2019 think the rise of digital assistants represents an opportunity to become closer to and develop stronger relationships with consumers dont believe brands will dominate over convenient experiences in the future 2019 Source: iProspect 2018 Global Client Survey14 SEARCHING FOR TRUST CREDIBILITY IN THE AGE OF DOUBT 116 SEARCHING FOR TRUST FUTURE FOCUS 2019 The new forces redefining credibility Is this brand competent? Is it legitimate to talk about this topic? Is what it says clear? Are words followed by concrete actions? Is this company really transparent? Does it protect my data? Is the brand promise authentic? Does the product deliver on this? Does it respect my consumer preferences? These questions, the ways brands address them, and the public perception of their responses, have always played an important role in building credibility, the first brick of the trust equation. However, over the last 24 months, two forces have collided with and evolved the notion of credibility: the rise of fake news and the new awareness around data practices. Fake news and misinformation are not new, but the current sophistication and scale in unprecedented. The formation of troll farms, the emergence of editing technology like deepfake videos, and the regular use of the term in the political sphere have all altered our notion of truth and helped feed the perception held by three in four people globally that their countries are divided. 15In the social arena, Massachusetts Institute of Technology (MIT) has demonstrated false stories spread six times faster than true stories when released on social platforms. 16CREDIBILITY IN THE AGE OF DOUBT Two important milestones have raised public awareness around data protection this year. Firstly, the Cambridge Analytica scandal which was mass publicised in March 2018 revealed the company had harvested the personal data of millions of people without their consent by misusing the Facebook API. Following public outrage, several legislative bodies across the world investigated how technology platforms protect data, notably holding highly publicised hearings of Facebook executives. Secondly, the enforcement of European Unions General Data Protection Regulation (GDPR), creating a global conversation around the protection of personal information. Fifty-two per cent of people are now more concerned about online privacy than they were one year ago. 17GDPR has ignited a transformational pivot across our industry as well; a data breach is now the biggest strategic risk in the eyes of CMOs. 18In this new context, consumers expect more responsibility, more transparency and more accountability before giving their trust. Brands will need to redouble their efforts to appear as credible options. Protecting credibility in this new landscape In 2019, we will see unprecedented attention on the role of purpose in the digital economy. Immediate benefits will be bestowed to those brands 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 in this heated climate. 1 Credibility in the Age of Doubt 1.1 The Chase for Purpose 1.2 The Value of Communications 1.3 The Intersection of Trust and Technology18 SEARCHING FOR TRUST FUTURE FOCUS 2019 According to Gallup, Americans trust in news organisations has fallen by 40% in 40 years. 19The New York Times, one of the most iconic and respected publications in the world, is currently ranked the #7 most trusted media in the U.S. 20Mark Thompson shares his views with Ruth Stubbs, iProspect Global President, on the rise of fake news, technology, and our common responsibility as industry players. Conversation with MARK THOMPSON CEO and President, The New York Times Company19 FUTURE FOCUS 2019 “ We have to tell our story, in our words. In March 2018, MIT released the most comprehensive study on fake news ever done. How do you explain the rise of fake news, and what is your greatest concern about it? Fake news has some attractive qualities: youre not limited to whats happened, you can cater to the most compelling kinds of stories, and then, at very low cost, you can craft your stories in a way that ensures they are the most popular ones. Its not surprising, in a way, since fantasy seems to be more popular than reality! People are allowed to fabricate stories, use satire, and exaggerate political opinions. Then there are times when valid editorial content is misinterpreted to be news because traditional news markers and labels have been stripped out. I saw on my Google feed a picture of the U.S. President with the headline “this snake cant shed his skin” and it was attributed to The New York Times. It was actually an opinion column, but without the word opinion in the feed, it appeared as if The New York Times was launching a personal attack on the President. Its very important for people to know when theyre looking at news and when theyre looking at perspectives and opinions. In the wake of Me too, data privacy, fake news, and the polarising political climate, what is the role of The New York Times? Were here to report what actually happened, dispassionately , and then to be a platform for, in the words of Adolph Ochs who bought the newspaper in 1895, “intelligent and civil debate, including views from every perspective.” Until recently, people knew what The Times stood for and they either liked it or didnt like it. In the immediate aftermath of the 2016 U.S