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Customer experience and drawing insights from big data are the two most important elements of digital transformation, according to WARC's global survey of marketing executives.

In the latest edition of the Marketer's Toolkit, over half (53%) of marketers said customer experience will be the most important element of digital transformation in 2022. Drawing insights from big data (45%) and e-commerce/new routes to market (39%) follow in second and third.

All three of these have grown in importance since the Toolkit 2020's end of 2019 survey. However, big data and e-commerce/new routes to market have seen a drop in importance since the end of 2020 survey (Toolkit 2021).

Additional insight from the latest report shows that post-pandemic changes in consumer behaviour are having the greatest impact on 2022 marketing strategy. These changes are also causing some marketing teams to restructure – 25% of marketers are merging their e-commerce and digital branding teams together.

WARC's 2022 Marketer's Toolkit consists of six reports designed to help marketers make more effective decisions in 2022. Combining big-picture themes, key investment data and decision-making tools, it will help you adapt at speed to disruption. Find out more here.