The Marketer’s Toolkit: Future Thinking 2022

Part of the Marketer’s Toolkit 2022, this Future Thinking report examines five emerging metrics, frameworks and concepts that we believe will be most important in helping to drive marketing effectiveness in 2022 and beyond.
  • Attention can be used to inform media planning, trading and campaign measurement and marketers should look to establish an attention strategy that makes most sense for their brands.
  • Research by Kantar and Affectiva suggests three areas where inclusivity can make advertising more effective: casting, storytelling and communicating brand purpose.
  • James Hurman argues that marketers need to reframe brand building as the creation of future demand and a new project called the Advertising Research Community aims to tackle the industry’s knowledge deficit by showcasing effectiveness across a broader range of campaigns.
  • Business-to-business marketing is shifting from sales enablement to playing a...

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