MUMBAI: The recently released whitepaper 'Future Focus 2020: The Next Ten Years' by iProspect from the house of Dentsu Aegis Network (DAN) shows that 78 per cent of marketers identified having a connected data strategy as the most important component of successful digital transformation. The report is built to help marketers navigate the road ahead in a hyper-sensitive global media landscape. The report uses evidence-based data and interviews to predict that those businesses that reconcile long-term planning with short-term performance will see continued success in the decade ahead.
The white paper also revealed that increasing trust and harnessing technology are the key ambitions for 2020 and that the search for ways to keep pace with the speed of change in the next five years keeps marketers awake at night. Marketers are torn between what the industry dictates and their own experience of digital transformation. 69 per cent believe a clear culture transformation strategy is the most underestimated facet.
The white paper also suggested that inclusivity is still more a concept than a reality. While 93 per cent of marketers believe inclusive marketing is important, fewer than one in ten review for inclusivity as part of product and marketing campaign development, revealed the findings.
Another important aspect highlighted was the new commerce models. One out of four marketers believed subscriptions could represent more than 50 per cent of their revenues in five years, and less than half declared they don’t plan to get involved in recommerce at all in the next five years.
iProspect interviewed more than 350 global marketers and leaders across a broad spectrum of brands that included FTSE 100 and Fortune 500 companies, to not only understand their expectations for 2020 but also their hopes and concerns for the next ten years. The white paper focuses on the key areas of digital transformation, de-averaging, commerce redux, and mobilis in mobili. The report also includes exclusive interviews with global leaders from businesses such as Sprint, SideWalk Labs, Microsoft, and Buttercloth.
