WARC’s Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them. Bringing together the best of WARC’s content over the past year – expert advice, research and examples – the result is an overview of current thinking in each area, and the implications for marketers.
For 2018, we have added an exclusive survey to the Toolkit – more than 600 marketers on both agency and client side from around the world shared their views on priorities for 2018, opportunities, obstacles and major industry issues.
For the second year running, our Toolkit is dominated by technology trends. Marketers are still grappling with some of the innovations outlined in our Toolkit 2017 report – in particular, the applications of artificial intelligence (AI) and the exploration of direct-toconsumer e-commerce channels.
Unfortunately for any disruption-weary marketers, the pace of change shows no sign of slowing. The 2018 report outlines how AI is dovetailing with voice technology to create new interfaces with brands. It describes the rise of customer experience and what Marc Pritchard, Procter & Gamble’s Chief Brand Officer calls “mass one-to-one marketing”. And it shows how these trends are changing the data demands on organisations, and overturning the ways brands work with agencies.
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