Nine out of ten businesses rate consumer trust as the top priority to drive growth in the digital economy, according to a survey by digital marketing agency iProspect.
300 marketers responding to the ‘Focus: Searching for Trust’ survey, said that credibility, relevance, and reliability were viewed as key building blocks for growth. Many attributed this to the prevalence of fake news, digital disruption and questions over brand safety.
They also said the rise of voice search and artificial intelligence (AI) will contribute to building that trust by delivering more relevant and personal experiences, with 34% saying that Voice Search is their priority emerging marketing channel in 2019.
A further 60% said they believed that AI will increase consumer trust as it allows for more relevant and personal experiences. iProspect, which is part of Dentsu Aegis Network, based its findings on a survey of global marketers and leaders from across a wide variety of brands, including Fortune 500 companies, and used the real-time responses to outline key insights.
Anneli Ritari-Stewart, managing director of iProspect, Edinburgh, said: “Trust is the big issue for 88% of the businesses we surveyed.
“Against a backdrop of disruption where consumers have more choice than ever, our research shows those who focus on credibility and reliability will rise to the top.”
Stuart continued: “Digital has a fundamental role in driving that trust. Around 34% say voice search is their priority emerging marketing channel in 2019, and a further 60% believing that the rise of AI will increase consumer trust as it allows for more relevant and personal experiences.”
Ruth Stubbs, global president, iProspect, 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.”