Organisational aspects, like restructuring the marketing team or changing the company culture, remain somewhat top of mind among marketing and advertising professionals. Meanwhile, investment in marketing technology lags behind these categories.
A prime area many will focus on is big data. In fact, a large share of the 616 marketing and advertising professionals worldwide surveyed by Warc in October 2017 said big data will be an important area for their business. Nearly six in 10 (59%) agencies said so, as did 55% of brands.