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iProspect report finds marketers prioritising trust in 2019

Marketers see gaining consumer trust as vital to business growth.

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MUMBAI:  Global business performance agency iProspect has released its fourth annual whitepaper titled 2019 Future Focus: Searching for Trust.

The report predicts that those businesses grounded in credibility, relevance, and reliability across all their marketing channels will see trust at the very foundation for their success in the digital economy.  

iProspect interviewed more than 300 global marketers and leaders across a broad spectrum of brands, including FTSE 100 and Fortune 500 companies, and used real-time responses to outline key insights and priorities necessary for businesses to thrive in our fast moving, high expectation digital economy. The report also includes exclusive interviews with global leaders from businesses such as The New York Times Company, IBM, Microsoft, Hilton, The Economist, Rachel Zoe, Inc., and AccorHotels.  

Feedback shows that trust is at the forefront globally with 88 per cent of marketers making trust in their brand a priority in 2019. Marketers see gaining consumer trust as vital to business growth with 76 per cent stating that trust is important to keep consumers buying their brand.  Digital will play a clear role in this with 34 per cent stating that voice search is their priority emerging marketing channel in 2019, and a further 60 per cent believing that the rise of AI will increase consumer trust as it allows for more relevant and personal experiences.  

iProspect global president Ruth Stubbs said, “As businesses continue to transform in the digital economy, successful brands will be differentiated through their ability to establish unique relationships with their most valuable customers, ensuring time is well spent and value is equitably exchanged. As technology further blurs the line between information and value exchange, consumer trust is paramount.” 

iProspect India CEO Rubeena Singh added, “In our latest edition of iProspect’s Future Focus, we examine how commerce is influenced by consumer experience and the ramification of personalisation. In our view, brands that focus on credibility, relevance, and reliability will be successful in establishing trust with consumers. Trust, we believe, is the foundation for successful brands in the digital economy.”

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