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1、InnovatingwithImpactinanEraofAccountabilityanalysisEDELMANDIGITALTrendsReport2019InnovatingwithImpactinanEraofAccountability#InnovatingWithImpactAsweventureinto2019,thebusinessenvironmentisfirmlyentrenchedindigitaltransformation.We’refastenteringanerawhereaccoun
2、tabilityandresultsareparamount—initiativesthatdon’tmeaningfullyimpactthebusinesswillbescrutinized,aswillinitiativesinvolvingcustomerdata,privacy,consumerrightsanddigitalethics.Wesee2019astheyearofInnovatingWithImpactinthecontextoforganizationalaccountability.Man
3、yorganizationshavemobilizedandevolvedtheirteamsandtalenttotakeondigitaldisruption,butfewarelinkinginvestmentstoperformanceinwaysthatmeaningfullyandpositivelyimpacttheirbusiness,customersor,notably,society.Inthepast,consumershavefreelypartedwithdatainexchangeforv
4、alue,butcustomersarebecomingincreasinglyprotectiveoftheirpersonaldigitalinformation.Business,consumerandsocietalimpactnowgohandinhand.Thisyear,EdelmanDigitalisteamingupwithindustryanalystsatKaleidoInsightstoprovideanin-depthperspectiveonwhatweshouldbepayingatten
5、tionto,whyitmattersandhowitimpactsbusinessandsocietywithhigherdegreesofaccountability.We’llexaminetheroleofdataresponsibility,empowermentthroughinterconnecteddigitalecosystems,theincreasingscrutinyinfluencersface,theaccountabilitybrandshavetowardtheirconsumers,a
6、ndeventheroleleadershipplaysasdigitalinnovationcontinuestoshapehowwework,liveandinteractwithbrands.Inthisnewera,accountabilitybecomesmulti-dimensional,asorganizationsgrapplewithmakingapositiveandmeaningfulimpactoncustomers,businessstakeholdersandsocietymorebroad
7、ly.Solutionstheseorganizationsdevelopwillundoubtedlybeenabledbytheemergingandpervasivedigitalecosystemsthatimpactourlives,bothnowandinthefuture.TABLEOFCONTENTSImpactingTomorrow’sWorkforce:GenZWillTransformYourOrganization4Convergence:TheNeedforanIntegratedMarket
8、ingTechEcosystem8ExpandingImpact:HowBrandsAreInnovatingWithTheirEcosystems11Audience-CentricB2B:DrivingResultsintheRapidlyEvolvingB2BMarketingLandscape16DataAsCurrenc
