78% marketers feel connected data strategy is very important for successful digital transformation: Future Focus 2020

An iProspect report highlights marketers to be torn between trends dictated by the industry and their own digital transformation experiences.

iProspect, a business performance agency from the house of Dentsu Aegis Network (DAN), released its fifth annual whitepaper, 'Future Focus 2020: The Next Ten Years'. The report uses 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. A look at digital transformation trends.

The agency interviewed over 350 global marketers and leaders to understand their expectations for 2020 as well as their concerns for the next ten years. The report shows that increasing trust and harnessing technology are the key ambitions for 2020.

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 of a concept than a reality. While 93% of marketers believe inclusive marketing is important, fewer than one in ten reviews 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.  

The 2020 Future Focus whitepaper takes a look at the search for trust, digital transformation, diversity, inclusivity, personalisation, different commerce models, increasing connectivity and its implications for client centricity and marketing practices.

You can read the entire report about digital transformation trends here.