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Toolkit 2014

Warc's Toolkit 2014 report is designed to help brands stay one step ahead of the competition. The report, drawn up in association with Deloitte, summarises the lessons from the best articles, trend analysis, data and case studies published recently on Warc. The full report is available to Warc subscribers only. Non-subscribers can download a sample version of the report.


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Toolkit 2014

Warc's Toolkit 2014 is available to Warc subscribers:

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ABOUT THE TOOLKIT

Video: Deloitte's Alex Thom on how the 'multichannel' concept is evolving

Warc's Toolkit 2014, developed in association with Deloitte, highlights five issues that marketers will be wrestling with in 2014 and presents the latest thinking, plus real-life examples to suggest ways to respond.

View videos on facing the challenges


CHAPTERS AND CONTENTS

Warc's Toolkit 2014 features six chapters on the key challenges facing brands in the year ahead.

chapters

1 Strategy: Post-digital marketing
Why marketers are rethinking their approach to digital

2 Shopper: Points of influence
How marketers are rethinking their shopper strategies

3 Content: Cutting through the clutter
How brands can stand out in the crowded content space

4 Media: Rise of the machines
What the rise of programmatic means for marketers

5 Multichannel: Cross-screen effectiveness
New thinking on how channels can work together

6 Adspend: The outlook for 2014
Global trends in advertising investment


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FEATURED CHAPTER

Toolkit 2014: Multichannel strategy in 2014 - Cross-screen effectiveness

Research into social media has struggled to isolate its impact, and it is mostly found to be effective as part of a broader strategy. Meanwhile, the rise of multiscreen TV viewing provides an opportunity to increase reach cost-effectively, yet brands have been slow to adapt to this change.

> Read the Multichannel chapter
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FURTHER READING

Measuring the sales effects of cross-media advertising
Mars and the Ehrenberg-Bass Institute investigates whether the multi-platform whole is more powerful than its separate parts

In search of digital ROI
Eric Schmidt, The Coca-Cola Company, examines the challenges of using digital data in marketing mix models and suggests best practices for determining sales impact and ROI

Screen Life: How "two-screening" changes our TV viewing
Thinkbox and COG Research consider the threats and opportunities presented by multiscreening