Drivers of change: Part of the Marketer's Toolkit 2021

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
  • With restrictions on consumers in many major markets expected to last well into 2021, the ‘at-home’ lifestyle, recession and a focus on wellness will remain drivers of change, and potentially present new opportunities.
  • Digital payments are one of the top priorities for marketers, who are focusing on creating great digital experiences across the multitude of platforms on which they are selling, along with AI.
  • This research provides support for forecasts indicating that 2021 will not see a full recovery in adspend, with the majority of respondents expecting to make cuts in branding and agency costs, and media spend to shift...

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