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Warc's guide to six major marketing trends for the year ahead
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in association with
1. Tech: Artificial Intelligence
What marketers need to know about AI-powered insights, chatbots and the role of machine learning in media
2. Brand experience: VR and AR
How brands can use virtual and augmented reality effectively within the marketing mix
3. Content: Social video
Why video is taking over social media, and what it means for a brand's social strategy
4. Social: 'Dark social' & chat apps
Why the consumer shift to mobile messaging apps has implications for marketers
5. E-commerce: Direct-to-consumer retail
How packaged-goods brands are finding new ways to bypass retailers and reach consumers directly
6. ROI: Digital-age effectiveness
Why the battles between targeting and reach, and short-term and long-term, will continue into 2017
Warc's Toolkit report explores six key trends that will be integral to marketers' thinking in 2017.
Using the latest ideas, research, data and case studies, sourced from warc.com, this guide will help you:
Hugo Pinto, Innovation Services Leader EMEA for IBM Interactive Experience, discusses chatbots and the near-term implications of AI.
Tamara Sword, Founding Director, TRM& discusses tech developments and the different ways in which brands could use these technologies.
WARC subscribers can watch more Toolkit videos.
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Adspend by country, 2017 (forecast)
Year-on-Year % change, Local Currency, Current Prices
The Warc International Ad Forecast 2016/17 predicts the following:
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From strategy to delivery, Deloitte Digital combines cutting-edge creative with trusted business and technology expertise to define and deliver digital solutions. At Deloitte Digital, we are creating digital experiences for the connected enterprise. From B2B, B2C, or B2E, we deliver strategy, mobile, social, web, and digital content management solutions that will help strengthen our clients' brands and evolve their businesses.
Jason Warnes, Digital Marketing Partner
Jason leads the UK digital marketing team that sits within Deloitte Digital, based in Clerkenwell, London. The team helps clients deliver multichannel marketing through the use of customer behaviour analytics and optimised ways of working, technology and processes, to create a seamless customer experience. He has 18 years' marketing experience, specialises in business transformation through digital, and has extensive experience across a wide range of sectors, including retail, automotive and technology, media and telecommunications.
Peta Williams, Senior consultant
Peta is part of the digital marketing team within Deloitte Digital, focusing on marketing change projects across B2B and B2C organisations. She has worked across financial services, telecommunications, media and retail industry clients, delivering programmes to implement marketing technology, organisational change, and marketing processes and operations analysis. She has a Masters in Business Management and a diploma in Marketing from the Chartered Institute of Marketing.
Disclaimer: This report (the "Report") has been prepared by Warc and Deloitte Digital, which is a part of Deloitte MCS limited ("Deloitte"), on the basis of the limitations set out below. The Report has been prepared solely for general information and should not be used for any other purpose or in any other context. No representation or warranty, express or implied, is given and no responsibility or liability is or will be accepted by or on behalf of Warc or Deloitte as to the accuracy, completeness or correctness of this Report and any such liability is expressly disclaimed. All copyright and other proprietary rights in the Report remain the property of Warc and Deloitte. This Report and its contents do not constitute financial or other professional advice, and specific advice should be sought about your specific circumstances. In particular, the Report does not constitute a recommendation or endorsement by Deloitte to invest or participate in, exit, or otherwise use any of the markets or companies referred to in it. To the fullest extent possible, both Warc and Deloitte disclaim any liability arising out of the use (or non-use) of the Report and its contents, including any action or decision taken as a result of such use (or non-use). Deloitte LLP is the UK member firm of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity.