Top Page | English | 简体中文 | 繁體中文 | 한국어 | 日本語
Thursday, 7 December 2017, 07:41 HKT/SGT
Share:
    

Source: WARC
Five key marketing challenges for the coming year: CX, data, digital transparency, redefining purpose, voice

LONDON, Dec 7, 2017 - (ACN Newswire) - WARC, the global marketing intelligence service, has today released Toolkit 2018, an annual guide to key trends and challenges that marketers around the world will be faced with in the coming year.

At the heart of the report is a survey of more than 600 marketing and advertising professionals around the world to obtain their outlook on the year ahead. These findings are combined with the latest examples, research and expert opinion from WARC.

"The focus of the Toolkit is on the challenges brands expect to face in 2018, and how best to overcome them," comments David Tiltman, Head of Content, WARC. "Brands are wrestling with what is termed 'digital transformation' - and the recurring themes in the survey include a focus on customer experience, artificial intelligence, digital transparency and a total rethink of brand-agency relations."

Five major industry issues are highlighted in the report:

1. CX is now a key battleground

Customer experience (CX) is a 'digital transformation' priority for 2018, meaning a growing focus on customer journey mapping, and rising investment in experience optimisation technology. It also means that advertising agencies will see an ever-growing challenge from management consultancies promoting CX as the future of brand-building.

WARC key data: 53% of brands will prioritise CX within their digital transformation strategy.

2. AI is moving mainstream, with voice emerging as a key interface

As artificial intelligence (AI) becomes the most important emerging tech in 2018, voice is now emerging as an important new interface between consumers and their devices, and the combination of voice and AI is opening up a new frontier for brand-building. From audio branding to voice-activated purchases, this could have big implications for marketers.

WARC key data: 56% of brands will prioritise AI in 2018, and almost one in four are planning to use voice.

3. Redefining Purpose

Purpose is one of marketing's great ongoing debates: how necessary and valuable is it for a brand to centre its activity on a single, consistent 'purpose'? In 2018, the challenge will be recognising when (and how) purpose can drive sales as well as social good.

4. Brands will pressure suppliers for digital transparency

2018 will be pivotal to the development of digital, as the current drive for transparency continues. Viewability and digital measurement is the number one issue faced by brands; more than 30% of marketers surveyed by WARC expect digital spend to be cut if these issues are not resolved.

WARC key data: 51% of brands believe there is a crisis of trust between brands and agencies.

5. Marketers are looking for greater control over customer data

Data - and, in particular, data management - will be a major brand concern in the year ahead. This is partly a reflection of new regulations coming into force. These dovetail with a broader push by brands to take control of their many data sources. Data will be key to delivering the "mass one-to-one marketing" which will fuel the next wave of digital growth, according to Procter & Gamble's Chief Brand Officer Marc Pritchard.

WARC key data: Only 22% of brands and 18% of agencies believe they are prepared for General Data Protection Regulation (GDPR)

In an exclusive interview with WARC, Marc Pritchard, Chief Brand Officer, Procter & Gamble, summed up his main priorities for 2018: "Right now I want to get the media transparency that we need and we're still very dedicated to raising the bar on creativity. Looking ahead, this new transition to one-to-one marketing is going to be a big shift. It will move into data management, and we need to think through data standards and the ways we operate."

WARC's Toolkit 2018 Executive Summary is now available on warc.com. For a sample PDF of the report, go to content.warc.com/warc-toolkit-2018-marketing-trends-reports. Further in-depth analysis and discussions on each of the five trends will be serialised on a weekly basis from 14 December via studies and video interviews. A round-up discussion on Toolkit 2018 will take place via a WARC event and webinar early next year.


About WARC

- your global authority on advertising and media effectiveness

warc.com is an online service offering advertising best practice, evidence, insights and data from the world's leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. WARC's clients include the world's largest advertising and media agencies, research companies, universities and advertisers.

WARC runs four global and two regional case study competitions: WARC Awards, WARC Innovation Awards, WARC Media Awards, The Admap prize, WARC Prize for Asian Strategy and WARC Prize for MENA Strategy.

Founded in 1985, WARC is privately owned and has offices in the UK, U.S. and Singapore.

Contact:
Amanda Benfell
PR Manager
+44 20 7467 8125
amanda.benfell@warc.com


Dec 7, 2017 07:41 HKT/SGT
Source: WARC

Topic: Press release summary
Sectors: Media, Advertising
http://www.acnnewswire.com
From the Asia Corporate News Network


Copyright © 2018 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.



WARC
May 16, 2018 08:30 HKT/SGT
More judges announced for WARC Prize for Asian Strategy 2018
May 1, 2018 17:00 HKT/SGT
WARC Awards 2018 - Effective Content Strategy shortlist announced
Apr 30, 2018 18:00 HKT/SGT
Radio ad investment stable, but the rise of digital audio presents a new frontier
Apr 26, 2018 08:00 HKT/SGT
2017 sees biggest UK adspend on record at GBP22.2bn
Apr 24, 2018 20:00 HKT/SGT
WARC Awards 2018 - Effective Social Strategy shortlist announced
Apr 17, 2018 18:30 HKT/SGT
WARC Awards 2018 - Effective Use of Brand Purpose shortlist announced
Apr 17, 2018 16:00 HKT/SGT
WARC partners with SABRE Awards to expand its content to include PR
Apr 10, 2018 18:00 HKT/SGT
WARC Awards 2018 - Effective Innovation shortlist announced
Apr 5, 2018 09:00 HKT/SGT
WARC Prize for Asian Strategy 2018 now launched. First judges named
Mar 29, 2018 10:00 HKT/SGT
Advertisers invest $63bn in programmatic buying but industry concerns loom large
More news >>
 News Alerts
Copyright © 2018 ACN Newswire - Asia Corporate News Network
Home | About us | Services | Partners | Events | Login | Contact us | Privacy Policy | Terms of Use | RSS
US: +1 800 291 0906 | Beijing: +86 10 8405 3688 | Hong Kong: +852 2217 2912 | Singapore: +65 6304 8926 | Tokyo: +81 3 6721 7212

Connect With us: