2018聚焦未来_新机器时代（英文版）_62页_23mb

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 Voice, AI, and Machine Learning on the marketing and advertising landscape. It highlights the growing role of technology in shaping consumer behavior and the need for brands to adapt to a rapidly evolving digital economy.

Main Points

1. The Human Behind the Machine

• Technology is reshaping how consumers search, shop, and share.
• Marketers face key challenges in data management, personalization, and brand visibility in a fragmented attention economy.
• The EU's General Data Protection Regulation (GDPR) will be enforced in May 2018, requiring brands to protect consumer data and ensure compliance.
• First-party data is becoming increasingly important for precise, privacy-respectful communication.

2. Digital Assistants as New Gatekeepers

• Over 700 million people use digital assistants, and this number is expected to grow to 2 billion by 2021.
• Digital assistants are changing how consumers interact with brands, acting as the primary interface for information retrieval.
• Brands must adapt to market to the machine, not the consumer, to ensure visibility and relevance.

3. Voice Search: A Fundamental Shift

• By 2020, 50% of all searches are expected to be voice-related.
• Voice queries are longer, more conversational, and more likely to have local intent.
• Brands should optimize for long-tail questions and update their local data to capture voice search opportunities.

4. Bots as the New Apps

• Bots are expected to handle 85% of customer interactions by 2020.
• They are essential for digital assistants to provide immediate, relevant answers.
• Brands should evaluate whether bots can enhance the customer experience and provide value.

5. AI and Machine Learning Transform Marketing

• AI aims to emulate human cognitive abilities, with Machine Learning being a core component.
• These technologies are becoming central to marketing strategies, enabling better personalization, efficiency, and decision-making.
• Brands must experiment with AI and Machine Learning to stay competitive in the digital economy.

Key Takeaways for Brands

• Identify key moments of communication: Understand the optimal times and contexts to engage consumers.
• Reevaluate your tech stack: Consider whether a Data Management Platform (DMP) or a Data Lake is more suitable for your needs.
• Audit your digital operations: Ensure brand safety and compliance with regulations like GDPR.

Case Studies

American Express Gets Personal

• Improved online credit card acquisition through personalized messaging and frequency control.
• Resulted in a 50% year-on-year increase in new card requests and three times the monthly expenditures compared to the average.

The Body Shop

• Increased ecommerce growth and conversion rates through the integration of Google tools.
• Achieved a 40% revenue increase and a 29% improvement in conversion rate.

Philadelphia Cream Cheese Gets Skillful

• Launched an Alexa skill to inspire cheesecake recipe creation.
• Generated 95% of all sales on the Amazon platform through this initiative.

Eurostar Says 'Bonjour' to Machine Learning

• Utilized iProspect's AI system, CORE, to improve campaign performance.
• Achieved an 81% improvement in cost per acquisition and a 45% reduction in campaign spend.

Conclusion

The opportunities brought by AI, Machine Learning, and digital assistants outweigh the challenges. Brands that embrace these technologies and focus on data-driven, consumer-centric strategies will be better positioned to succeed in the future. The report emphasizes the need for brands to evolve from traditional models to more integrated, intelligent, and personalized approaches in marketing and advertising.