iProspect-2018聚焦未来：新机器时代（英文版）-2018.10-64页-25mb

2018 Future Focus: The New Machine Rules

Core Content

The 2018 Future Focus report by iProspect, titled The New Machine Rules, explores the transformative impact of emerging technologies such as Voice, AI, and Machine Learning on the marketing and advertising landscape. It highlights how these technologies are redefining consumer interactions, brand experiences, and the way marketers operate in a fast-moving, high-expectation digital economy.

Main Points

1. Enhanced Customer Experience

• The digital economy has made consumer expectations higher and attention more fragmented.
• Brands must shift from channel-centric to customer-centric models to deliver seamless, integrated experiences.
• Marketers need to improve their consumer intelligence capabilities to understand and predict consumer behavior effectively.
• With the rise of data privacy regulations like GDPR, marketers must be more attentive to consumer data rights and privacy.
• Data visualization and predictive analytics will become increasingly important to gain deeper insights and make informed decisions.

2. Digital Assistants as New Gatekeepers

• Digital assistants are becoming central to consumer decision-making and information access.
• Voice search is expected to grow significantly, with 50% of all searches predicted to be voice-based by 2020.
• Brands need to adapt their marketing strategies to focus on relevance and utility, as digital assistants will increasingly control what information consumers receive.
• Voice-based interactions are more conversational and question-oriented, requiring brands to optimize content for long-tail queries and local intent.

3. AI & Machine Learning Transform Marketing

• AI and Machine Learning are becoming essential tools for marketers to leverage data more effectively.
• These technologies enable better decision-making, more accurate personalization, and improved efficiency in marketing operations.
• Brands must invest in AI and Machine Learning to stay ahead in the intelligence curve, as these tools can automate tasks, predict outcomes, and enhance customer engagement.

Key Takeaways for Brands

• Identify key moments of communication: Use data to understand the optimal times and contexts to engage consumers.
• Reevaluate your tech stack: Consider whether a Data Management Platform (DMP) or Data Lake is more suitable for your brand's needs.
• Audit digital operations for brand safety and compliance: Ensure that data flows and usage align with regulations such as GDPR and best practices in ad safety and viewability.

Industry Insights

• GDPR Compliance: The EU's General Data Protection Regulation (GDPR) will be enforced in May 2018, requiring brands to protect consumer data and ensure transparency.
• Voice Search Opportunities: Voice search is expected to grow rapidly, offering new advertising revenue potential. Brands should update their search strategies to align with this shift.
• Bots as New Apps: Bots are becoming a key part of digital assistant ecosystems. Brands must ensure their bots provide real value and enhance customer experience.

Case Studies

American Express Gets Personal

• American Express used consumer intelligence, business outcome modeling, and second-party data to segment audiences and deliver personalized messages.
• This approach led to a 50% increase in new card requests and a threefold increase in monthly expenditures.

The Body Shop Scrubbing the Details

• The Body Shop integrated Google's technology stack to unify their digital budget and improve KPIs.
• The result was a 40% increase in revenue and a 29% improvement in conversion rates.

Philadelphia Cream Cheese Gets Skillful

• Philadelphia developed an Alexa skill to inspire cheesecake recipe creation, resulting in 95% of its sales on Amazon being attributed to this activity.

Eurostar Says 'Bonjour' to Machine Learning

• Eurostar used iProspect's AI learning system, CORE, to improve campaign performance.
• This led to an 81% improvement in cost per acquisition and a 45% reduction in campaign spend.

Conclusion

The report concludes that while the rise of machines and technology presents challenges, the opportunities for brands to enhance their marketing strategies, improve customer experiences, and drive business growth are substantial. Marketers must embrace AI and Machine Learning, optimize for voice search, and ensure compliance with data regulations to remain competitive in the evolving digital landscape.