2018聚焦未来：新机器时代（英文版）

The transformative impact of Voice, AI, and Machine Learning is being felt across the entire business landscape. Emerging markets are leapfrogging the West in the utilisation of technology and platforms. The patterns we are witnessing today, emphasize the need for a truly global perspective. The constant introduction of new transaction opportunities has diluted consumer attention while seeding more opportunity for global brands to connect. Many more undercurrents lie ahead for all businesses and their most important constituencies. To succeed in an increasingly complex digital economy, it is more vital than ever to be driven by a mindset that is inspired by the future, delivered today. Marketers must ensure their capabilities, solutions, and relationships are data informed and technology enabled in order to deliver better business outcomes. I am proud to share iProspect’s 2018 Future Focus: The New Machine Rules, your look at the dynamics that will define the fate of companies with the inevitable transformation that lies ahead.RUTH STUBBSGlobal PresidentiProspect““F U T U R E F O C U Sp.172Digital Assistants are theNew GatekeepersDigital assistants are set to fundamentally change the relationship between brands and consumers.20183p.71Enhanced CustomerExperienceClosing the gap between consumer expectation and brand reality.p.5IIntroductionThe Human Behind The Machine.3AI & Machine LearningTransform Marketing p.27It’s time for brands to get ahead of the intelligence curve.Contentp.374CommerceEverywhereThe distance between inspiration and conversion is now smaller than ever.p.475The Rise of Amazon, The Everything StoreThe expectation economy is now available for delivery.p.57CConclusionThe opportunities outweigh the challenges.4In the space of 24 hours, 12 million boxes are shipped by Tmall, 1.37 billion people connect to Facebook, 1.6 billion swipes happen on Tinder, and 500 million messages are tweeted.These few figures demonstrate how the evolution of technology is dramatically changing the way consumers search, shop, and share. Technology is also becoming a core component of marketers’ day-to-day lives. We recently asked 250 iProspect clients their views on the key challenges they face in 2018 and the priorities for growing their businesses in a fast moving, high expectation digital economy.For these marketers, data remains the key challenge, both from the perspective of managing large volumes of data, and in using data effectively to deliver personalised, one-to-one relevant experiences to consumers. Machine Learning and Artificial Intelligence (AI) will both be eagerly embraced in 2018 as a way of helping marketers leverage data more effectively. In fact 55% of marketers in our survey agree that Machine Learning will allow them to make better decisions through processing bigger data sets, and 53% believe it will allow them to deliver personalised content at scale.Additionally, in 2018, brands face challenges in understanding how a growing con