a guide that will help marketers to do just that: describe the challenges and provide possible solutions to them so that the journey is not so tumultuous next year. Built around six key drivers of change: society, technology, economics, politics, industry and creativity, this 10th edition of The Marketer’s Toolkit brings together the insights united kingdom phone of a survey of more than 1,000 global marketing executives, individual interviews with more than 20 leading marketing managers and a review of WARC’s latest proprietary research, best practices, and case studies.
“The questions marketers face as we approach 2021 are deeper than any previous year: from navigating the rest of the pandemic to planning reconstruction ; from planning for a technology oligopoly to meaningfully responding to the need for greater diversity, “said David Tiltman, vice president of content for WARC. “The 2020 pandemic is a tragedy in itself, but if we look to the future, it is the aftermath that will come to dominate the lives of marketers.” For this reason, we wanted to collect the challenges of WARC, as well as its possible solutions to face them:
Responding to the recession It seems that marketing strategies are being remodeled in order to adapt to the new reality of e-commerce . The truth is that media budgets have been drastically reduced and purchasing power has become a key consideration for success. On the other hand, brand building activity is on standby as there is a shift towards investment in performance marketing which, in turn, accelerates the trend towards digital channels, with Amazon and TikTok, growth examples. Likewise, brands must find new creative solutions to achieve a distinctive character in the post-pandemic market .
Be effective in the age of e-commerce The COVID-19 pandemic has accelerated the growth of electronic commerce globally. Responding to this trend is a UK Phone Number Database top priority – and one of the top challenges – for 2021 and brands must come up with plans to rethink distribution and experiment with new models as delivery and packaging become key touch points. . Some are exploring direct-to-consumer options, looking for ways to make it easier for customers to repeat the purchase. This change in distribution will have a ripple effect on brand strategy and media investment.