What's in store for 2019?

Findings from WARC's Marketer's Toolkit 2019 survey include:

  • Improved customer experience will drive the marketing agenda, and shape tech investment;
  • Voice and payment tech are gaining traction, but there is less interest in AR and VR;
  • Video and search platforms are set to benefit from growth in marketing investment.

WARC spoke to nine CMOs to gather their insights on the year ahead.
See the full interviews.

In-depth reports

CX: Online to offline

  • The more brands invest in digital,there is a greater risk of brands neglecting offline CX.
  • Different offline locations and environments require different offline brand experiences.

Being effective in short-form video

  • There is a growing body of evidence that short-form video can deliver marketing outcomes.
  • Marketers must use short-form video carefully; it is best when reinforcing existing messages.

In-housing: Here to stay?

  • In-housing covers a broad range of models; creative and media in-house teams have distinct requirements.
  • It is not easy, so brands must ensure they have a clear strategy.

The diversification of search

  • E-commerce and the growth of voice and visual technology are transforming search.
  • This means brands will have to adopt a whole new approach to SEO.

Key trends for media owners in 2019

  • Media budgets are continuing to shift to digital channels.
  • There is currently little correlation between the perceived effectiveness of a media channel and brands' spending plans.

CMO interviews

WARC interviewed nine marketing leaders to get their views on the challenges and priorities for the 2019 – find out what they had to say:

Report overview

The full Marketer's Toolkit 2019 report is available to WARC subscribers – download a summary.

The Marketer’s Toolkit is based on a survey of 800+ client marketers and agency executives around the world, backed by CMO interviews and WARC’s case studies and best practice guidance.

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