Findings from WARC's Toolkit 2018 survey include:
- Customer experience (CX) and data management will be key 2018 priorities for brands in the pursuit of 'digital transformation';
- Artificial intelligence and chatbots are seen as the biggest tech opportunities for 2018; viewability of ads and finding the right talent are the biggest hurdles;
- It is widely agreed that there is a crisis of trust between clients and media agencies.
The full Toolkit 2018 report is available to WARC subscribers – download a summary. You can also register for a Toolkit webinar in February.
The full report also includes five in-depth chapters on the year's biggest challenges: CX, digital transparency, voice, redefining purpose and control of data.