iProspect has released its annual future focus whitepaper, geared to examine how machines and technology are impacting marketing and advertising in the year ahead.
The paper, which is the third edition released by the digital performance marketing agency, takes a look at how brands can make the most of machines in 2018, from facilitating seamless consumer experiences to delivering greater efficiencies.
The agency interviewed 250 of their global clients, including FTSE 100 and Fortune 500 companies, and used the real-time feedback to outline key insights and priorities necessary for businesses to thrive in our fast moving, high expectation digital economy.
Feedback showed that the transformative impact of Voice, AI, and Machine Learning is being felt across the entire business landscape with 55% of marketers surveyed agreeing that Machine Learning will allow them to make better decisions in 2018. 56% of the marketers surveyed highlighted “effectively managing large data sets to deliver personalization and relevant one-to-one experience” as their main priority in 2018.
Based on the feedback, the 2018 future focus whitepaper discussed the new machine rules including enhanced customer experience, how digital assistants are the new gatekeepers, how AI and machine learning transform marketing, how commerce is everywhere and the rise of Amazon as an ‘everything store’.
“As we look towards an increasingly tech-enabled future, we believe success will be delivered by brands that can effectively leverage both advances in Machine Learning and the strengths of their human strategic capital,” said Bowan Spanbroek, head of product and strategy in Asia Pacific at iProspect.
“With emerging markets leading the West in the utilisation of technology and platforms, Asia has an important and exciting role to play in defining these new machine rules.”
For further information, the iProspect whitepaper can be viewed here.