“Innovating with Impact in an Era of Accountability” now available
Today we’re proud to announce Kaleido Insights’ partnership with our savvy friends at Edelman Digital on their 2019 digital trends forecasting report: Innovating with Impact in an Era of Accountability. The whitepaper guides marketers, technology leaders, and innovators as they explore how to link digital investments to performance in ways that meaningfully impact their businesses, customers, and society.
Its theme sits squarely at the crux of digital transformation and corporate accountability. As companies mature in digital efforts in 2019 (increasing investments along the way), it will be irresponsible for disparate departments to innovate in silos without connection to an overarching strategy and business goals. Simultaneously, we’re also seeing customers and employees hold brands increasingly accountable to far greater standards of relevancy, transparency, and data protection and stewardship––which must also be reflected in an organization’s approach to responsible digital transformation.
Innovating with Impact in an Era of Accountability is a unique look into emerging trends for the modern marketer as seen through a collection of viewpoints from both Edelman Digital and Kaleido Insights’ leadership. This partnership drives a distinct depth and breadth that marries both futuristic, research-driven trends analysis and pragmatic recommendations for implementation.
The report is the fourth annual installment of Edelman Digital’s trend report series and the first time the digital agency has presented the report in partnership with another firm. It examines myriad topics as they relate to accountability and responsible marketing, including:
- The impact of “generation Z” on tomorrow’s workforce
- Marketing technology integration
- Corporate innovation through interconnected ecosystems
- Evolving expectations and accountability of the C-suite
- Driving real value with influencer marketing
- Decoding the impact of contextual content
- B2B marketing breakthroughs
- Digital identity and the future of customer experience (CX)
- The new definition of social commerce
- Machine learning’s impact on marketing
- The rise of artificial intelligence (AI) ethics in 2019
Innovating with Impact in an Era of Accountability can be accessed directly from Edelman Digital’s website (registration gate). Over the coming months, we will also be exploring the report’s themes on our blog and social channels, as well as sharing and discussing the report with organizational leaders at private events and forums.
In March 2019, Edelman Digital will present additional findings and analysis at SXSW Interactive in Austin, Texas. Kaleido Insights and Edelman Digital will also host a joint webinar that explores key trends from the report, slated for Q1 2019. More information on these events will be available soon.
Interested in speaking to a Kaleido Insights analyst about any topics covered within the report? Please contact us!
More About Kaleido Insights’ Contributions to Innovating with Impact in an Era of Accountability
“Expanding Impact: How Brands are Innovating with Their Ecosystems” (Jeremiah Owyang)
Today, fluid innovation and savvy corporations have shifted to nimble practices to meet demands. Marketing innovation teams are on the forefront in understanding how to connect to customers and should be leading the charge within organizations to drive innovation by activating all resources including employees, customers, and outside partners. The most advanced open innovation programs activate the entire ecosystem allowing brands, startups and competitors alike to win.
“Contextual Expectations: Decoding the Impact of Relevant Content” (Rebecca Lieb)
Consumers expect an ever-higher degree of relevant, personalized and more highly contextual content. This expectation will only rise as technology evolves and brands become more adept at meeting consumers along their journeys regardless of time, place, or device. Requirements for a successful contextual campaign include a solid content strategy, fluid data integration, educated teams, an understanding of the customer journey, the right technology, and partnerships in the ecosystem.
“Data as Currency: Digital Identity and the Future of the Customer Experience” (Jaimy Szymanski)
In an era of increased standards of accountability, as consumers take more control over their digital identities, organizations will find themselves needing to adapt. Brands must be prepared to provide transparency in data collection, customer protection as sound data stewards and fair reward for data use. If data stewardship is not prioritized, they risk not attracting new data-conscious customers but may also struggle to retain their existing customer base. Organizations will need to solve for fragmentation of customer data and move toward providing a fair, equitable data marketplace option for their consumers.
“An Ascendant Techlash: The Rise of A.I. Ethics in 2019” (Jessica Groopman)
As automation grows evermore ubiquitous and artificial intelligence becomes more entrenched in our online experiences, unintended consequences can emerge paving the way for a technology backlash. In 2018, the combination of eroding societal trust and rising AI-driven innovation has laid the foundation for an imminent change. In 2019, brands must develop a new ethics function, with the objective of shifting from risk-avoidance only to forward-thinking, planning, and counter-efforts across key areas.
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