Marketer's Toolkit 2020: Data Report

WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.
  • Society: brand purpose is evolving into brand activism, there is growing concern around consumer privacy online and there is a rise of conscious consumerism.
  • Technology: brands are cautious about further tech investment, there is a renewed focus on context and AI will be a priority.
  • Economy: there is a crisis of short-termism in marketing, Search is expected to be a focus in 2020 and investment in online video will continue.
  • Industry: customer experience will be combined with brand thinking, in-housing will remain a trend and the growing reliance on walled gardens will continue.
  • Policy: data privacy is a trend in...

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