Trust and harnessing technology priorities for 2020: iProspect Future Focus
The leading global business performance agency, iProspect from the house of Dentsu Aegis Network (DAN), has released their fifth annual whitepaper, 'Future Focus 2020: The Next Ten Years'. It is built to help marketer 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.
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 report also includes exclusive interviews with global leaders from businesses such as 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 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. 78% identify having a connected data strategy as the most important component of a successful digital transformation, while 69% believe a clear culture transformation strategy is the most underestimated facet. It is clear that inclusivity is still more a concept than a reality. While 93% of marketers believe inclusive marketing is important, fewer than one in ten review for inclusivity as part of product and marketing campaign development. New commerce models are predicted to turn heads; one out of four marketers believe subscriptions could represent more than 50% of their revenues in five years, and less than half declare they don’t plan to get involved in recommerce at all in the next five years.
Building on iProspect's 2019 research looking at the growing focus on trust, the 2020 Future Focus whitepaper focuses on the search for trust, including:
- Digital transformation… still loading; examining the current state of digital transformation and what makes brands successful in the digital economy.
- De-averaging; a look into the rise of Diversity, Inclusivity and the personalisation imperative.
- Commerce, redux; ponders the growing commerce models, from direct-to-consumer, to recommerce and subscriptions.
- Mobilis in Mobili; delves into the increasing connectivity, its implications for client centricity and the marketing practice.
In this latest publication, iProspect 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.