Results from a comprehensive survey studying preparedness for a cookie-less, privacy-first industry reveal much higher levels of confidence among publishers versus agencies. Digital leaders at the BBC and SCMP give their thoughts.
Today at Campaign360, Campaign Asia-Pacific, Forrester and the WFA reveal exclusive research findings on brand, publisher and agency readiness for a new privacy-first world in APAC.
In a time of intense flux, sweeping changes could affect everything from purpose to customer loyalty and cause an existential crisis for CMOs.
Forrester 2021 predictions: Integration of marketing and CX, cloud to skyrocket, innovation to suffer
CMOs will embrace CX, loyalty programmes will be re-emphasised and media money will shift into retention methods, the firm's annual outlook predicts.
CMOs need to take control of the entire customer journey, invest in participatory purpose-led experiences, and become more strategic in technology spend to secure their future, the firm suggests.
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