Marketer's Toolkit 2020: Building brands in the walled gardens (Industry)

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into industry trends affecting marketing plans in 2020.
  • Brands should tailor their strategy for each platform and avoid a one-size-fits-all approach to digital platforms.
  • It pays to invest in highly distinctive branding, which includes a colour palette and product shots, as it builds salience.
  • Marketers must adapt their thinking on campaign planning issues such frequency management.
  • Platform ads can be unpopular with users and reliable attribution is hard to come by; brands should avoid muddling brand and performance metrics....

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