Soda-2019年全球网络概览（英文）-2019.8-56页_3mb

Global Digital Outlook 2019 Summary

Core Content

The Global Digital Outlook 2019 report, produced by SoDA in collaboration with Forrester Research, provides a comprehensive analysis of the evolving digital marketing landscape. It highlights the shifting dynamics between agencies, brands, and technology providers, emphasizing the importance of innovation, collaboration, and agility in a rapidly changing environment.

Main Trends and Key Insights

1. A Bigger Pie, More Competition

• Agency leaders are optimistic about the future, reporting strong performance in 2018 and confidence in 2019.
• 56% of agencies saw revenue growth in 2018, and 79% expect profitable growth in 2019.
• 43% of client-side leaders plan to increase spending with external agency partners, showing a strong partnership outlook.
• 57% of agencies report increasing competition, while 64% note the rising cost of talent as a significant challenge.

2. No Clear Winner in the Agency Ecosystem

• The digital marketing ecosystem is becoming more complex and diverse, with no dominant agency type.
• Nearly one-third of marketers use 3 or more agencies/partners for digital projects.
• While there is a decline in openness to consultancies (from 77% in 2017 to 53% in 2019), consultancies and agencies remain equally important in the digital services space.
• 48% of agencies have formal innovation labs, a slight drop from 66% in 2017.

3. Agencies Practice Mixed Model Arts

• 61% of agency leaders are re-evaluating their core business models, moving towards specialization or broader capabilities.
• 45% of agencies expect revenue growth in digital product and service development, a category that is not yet widely recognized (only 9% of agencies identify as "Digital Product Design Studios").
• 56% of client-side leaders prioritize personalized digital content and speed of delivery as key factors in project success.

4. Speed, Value, Agility, and Transparency are Key

• 56% of agency leaders and 63% of client-side leaders emphasize speed as a critical success factor.
• 60% of respondents agree that in-sourcing digital capabilities is reshaping how clients and agencies collaborate.
• Pricing/value is the top reason for ending a partnership, with 70% of client-side leaders finding it challenging to quantify the business impact of creative work.
• 66% of client-side leaders demand greater transparency in budget tracking and reporting.

5. Creative Leaders Gain Influence in the C-Suite

• 67% of business executives believe that creative and design leaders are having a greater strategic impact.
• Key strategic priorities include brand differentiation through innovation and adopting emerging technology before competitors.
• This shift is encouraging for creative agencies, but also brings greater scrutiny on their ability to deliver measurable business value.

6. Digital Spend is Growing, Traditional Ad Spend is Declining

• 53% of client-side leaders plan to increase digital spend, up from 18% in previous years.
• 36% plan to increase both digital and overall marketing budgets.
• 30% of marketers are reducing traditional advertising spend, signaling a shift in focus toward digital-first strategies.

7. Digital Reallocation is Slowing

• Over 75% of marketers now allocate more than 25% of their marketing budget to digital, with 40% spending over 50%.
• 16% of marketers no longer track digital spend as a separate line item, indicating a move toward integrated marketing approaches.

8. Agency Mix for Digital Projects

• 37% of marketers use full-service digital agencies, 36% use consultancies, and 34% use integrated agencies.
• 25% use specialized digital agencies, and 24% use product design agencies.
• The use of multiple partners is common, with an average of 70% of marketers using two or more agencies for digital projects over the past three years.

9. Emerging Technologies are Still Emerging

• 56% of marketers agree that AI technology will significantly impact customer interaction planning and design.
• 36% plan to increase spending on AI-driven digital experiences, but only 16% are actively working on such projects.
• Marketing Automation is the top area for investment and impact, with 46% of client-side marketers planning significant investments in 2019.

Conclusion

The digital marketing landscape is evolving rapidly, with agencies and brands navigating a more complex and collaborative ecosystem. While competition and cost pressures persist, the demand for speed, agility, and transparency is rising. The focus on digital product development, customer insights, and emerging technologies highlights the shift toward more integrated and innovative approaches. As the role of creative and design leaders expands into the C-suite, agencies must adapt to deliver measurable value and maintain relevance in a fast-moving digital world.