Zenith has published a special edition of its data & insights publication, Global Intelligence, focused on eight key areas of focus for marketers over the coming year. Called 2018 The Year Ahead, builds on Zenith’s previous annual trends reports, this year acknowledging that many areas of real opportunity for marketers have been developing over the past couple of years.
We have clustered these areas of emerging of opportunity and focus under four headings:
Trust
• Brand communication in a post-truth world
• Blockchain driving trust and transparency
Inclusivity
• Brand purpose in an era of social protest
• Rethinking targeting: the rise of perennial marketing
Immediacy
• On-demand brand experience
• AI powering consumer engagement
Seamless Interaction
• Shopping from live-stream content
The impact of voice technology
“There is a rapid shift in the pace of consumers and business dynamics over the last few years and Zenith stands at the forefront of Industrial Revolution 4.0, leading the way in automation, machine learning and data-driven advanced communications, “says Tanmay Mohanty, Group CEO, Zenith India, “Global Intelligence: 2018 The Year Ahead report provides a comprehensive summary on consumer and tech trends. The report strongly reflects our thought leadership and will no doubt arm marketers in times of great disruption, opportunity and seismic change. Brands that win will be the ones that offset powerful triggers and bring in moving experiences.”