What's in store for 2020?

This year's Marketer's Toolkit is a guide to which near-term trends your peers are prioritising and what you can do to keep ahead of the market.

For more on this year's Marketer's Toolkit, join us at the Marketer's Toolkit Event (UK) and Marketer's Toolkit Event (US).

WARC spoke to ten marketing leaders to gather their insights on the year ahead.
Read the full interviews.

Marketer's Toolkit 2020: Data Report

The Data Report covers five drivers of change for 2020: Society, Technology, Economy, Industry and Policy.

Findings from the Marketer's Toolkit 2020 survey include:

  • Growing concern around consumer privacy online and a rise of conscious consumerism;
  • Brands are cautious about further tech investment, though AI will be a priority;
  • Search is expected to be a focus in 2020 and investment in online video will continue.

Deep-dive chapters

1. The Greta effect

Theme Society

  • In 2020 marketers need to respond to the demand for environmental stewardship.
  • Marketers are taking action to embrace the ‘circular economy’.
  • Whatever issue is being embraced, these are long-term commitments.

2. Context and connected TV: Reinventing programmatic

Theme Technology

  • Programmatic technology will bring addressability to new quality media environments.
  • Marketers are focusing on contextual – rather than purely audience-based – targeting.
  • Opportunities arise when brands can dynamically insert targeted video ads into live TV streams.

3. The pivot back to brand

Theme Economy

  • Many marketers are looking to reinvest in long-term brand building in 2020.
  • The same rules of sustainable long-term growth now apply to digital-first brands.
  • Online video is key for brand-building but spend in performance channels is also set to rise.

4. Building brands in the walled gardens

Theme Industry

  • Combining paid advertising with e-commerce fulfilment promises a greater link between marketing investment and business performance.
  • Marketers are increasingly tasked with building brands within ecosystems out of their control.
  • Amazon's sights on the brand dollars still being spent on TV media may require it to compromise its UX approach.

5. Privacy-first marketing

Theme Policy

  • Stronger data protection rights give consumers more control over their data.
  • The California Consumer Privacy Act (CCPA) limits how companies can collect, store, use and share customer data.
  • There are opportunities for brands to present themselves as ‘privacy first’.

CMO interviews

WARC interviewed 10 marketing leaders to get their views on the challenges and priorities for 2020 – find out what they had to say: