Business performance agency iProspect from the house of Dentsu Aegis Network (DAN) has released its fifth annual whitepaper, 'Future Focus 2020: The Next Ten Years'.
It 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.
â€¯iProspect interviewedâ€¯more thanâ€¯350â€¯globalâ€¯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 10 years.â€¯The report includes exclusive interviews withâ€¯global leaders fromâ€¯businesses such asâ€¯Sprint, SideWalk Labs, Microsoft, and Buttercloth.
Feedback shows 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 changeâ€¯in the next five yearsâ€¯keeps marketers awake at night.â€¯Marketers are torn between what the industry dictates and their own experience of digital transformation. 78% identify having a connected data strategy as the most important component of a successful digital transformation,â€¯while 69% believe a clear culture transformation strategy is the most underestimated facet.â€¯It is clearÂ that inclusivity is still more a concept than a reality. While 93%â€¯of marketers believe inclusive marketing is important, fewer than one in 10 review for inclusivity as part of product and marketing campaign development.â€¯New commerce models are predicted to turn heads;â€¯one out of four marketers believe subscriptions could represent more than 50% of their revenues in five years, andâ€¯less than halfâ€¯declare they donâ€™t plan to get involved inÂ recommerceâ€¯at allâ€¯in the next fiveÂ years.â€¯Â
Building onâ€¯iProspect'sâ€¯2019 research looking at the growing focus on trust,Â the 2020â€¯Future Focusâ€¯whitepaperâ€¯focuses on the search for trust, including:â€¯â€¯Â
In this latestâ€¯publication, iProspectÂ not only explores what these trends are and what they mean but also look at how to make the most of these business opportunities by preparing today. 'Future Focus 2020: The Next Ten Years' invites marketers to reconcile long-term planning with short-term performance.Â