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 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 Google Search marketing Douyin/TikTok Facebook Media consumption Channel planning, media mix selection Context & position of advertising Behavioural research Diverse hiring practices Talent, skills, HR
