The Marketer's Toolkit 2021: Navigate through uncertainty
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
- Brand identity & image
- Brand purpose
- Health & well-being
- Money & finance
- Influencers, KOLs
- Purchase behaviour
- Local communities
- Advertising regulation
- Diversity & portrayal in advertising
- Personalisation
- Data management
- Data protection & privacy
- Data-driven marketing
- GDPR & privacy law
- Agility
- Digital transformation
- Tech-driven innovation
- Direct to consumer (D2C)
- E-commerce & mobile retail
- Creativity & effectiveness
- Long-term vs short-term effectiveness
- MMM & attribution
- Gaming hardware & software
- Developing client-agency relationships
- In-house agencies
- Customer centricity
- Customer experience
- Marketing in a recession
- Accountability, C-Suite relations
- Crisis management
- Managing the marketing function
- Marketing budgets
- Media & communications budgets
- Packaging
- Brand safety
- Digital media consumption
- Digital media planning & buying
- Livestreaming
- Online video audiences
- Search marketing
- Douyin/TikTok
- Media consumption
- Channel planning, media mix selection
- Context & position of advertising
- Behavioural research
- Diverse hiring practices
- Talent, skills, HR
