Blockchain technology will drive brand trust in 2018 finds Global Intelligence - Zenith Report
The report studies eight key areas of focus for marketers over the coming year including: Brand trust, transparency, and blockchain
Published - Jan 31, 2018 8:52 AM Updated: Jan 31, 2018 8:52 AM
Zenith has published a special edition of its data & insights publication, Global Intelligence, focused on eight key areas of focus for marketers over the coming year. Brand communication in a post-truth world, blockchain driving trust and transparency, brand purpose in an era of social protest, rethinking targeting: the rise of perennial marketing, on-demand brand experience, AI powering consumer engagement, shopping from live-stream content and the impact of voice technology were studied in the report.
The report predicts further concentration and consolidation in 2018, especially in the digital space.
Brands are following consumers onto the mobile internet, the report noted. “Mobile internet advertising is by some distance the main driver of global adspend growth. We forecast mobile to contribute US$70 bn in extra adspend between 2017 and 2020. It will be counterbalanced by an US$2 bn decline in desktop advertising, as advertisers switch budgets to mobile, combined with an US$11 bn decline from print.”
The report, titled 2018 The Year Ahead, notes that in 2018, news organisations and other environments in which brands appear will struggle to rebuild consumers’ trust in them and demonstrate transparency to advertisers. This environment will make way for blockchain
Technology that will begin to offer new tools for creating transparency and verification.
“Next up is inclusivity in a world rocked by 2017’s scandals relating to sexual harassment and gender inequality. We observed a righteous movement where finger pointing to faults is at an all-time high,” the report observes. According to Zenith, brands will need to take a lead in publically inclusive behaviour at a time when data-led targeting and activation approaches are leading to more ‘exclusive’ communications strategies.
The report states that immediacy will be a pressing concern with the ongoing march of AI. “We predict more brands will be concentrating capability and investment in delivering more tailor-made experiences. The challenge is intimidating as in-the-moment experiences and exceptional service are now seen as basic requirements by many consumers. Seamless interaction will become critical in the shopping arena, with shoppable content featuring in live event formats and voice shopping gathering momentum,” it further states.
“There is a rapid shift in the pace of consumers and business dynamics over the last few years and Zenith stands at the forefront of Industrial Revolution 4.0, leading the way in automation, machine learning and data-driven advanced communications," says TanmayMohanty, Group CEO, Zenith India.
“Global Intelligence: 2018 The Year Ahead report provides a comprehensive summary on consumer and tech trends. The report strongly reflects our thought leadership and will no doubt arm marketers in times of great disruption,opportunity and seismic change. Brands that win will be the ones that offset powerful triggers and bring in moving experiences,” he further added.
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