2019年全球网络概览（英文版）_55页_2mb

Global Digital Outlook 2019 Summary

Core Content

The Global Digital Outlook 2019 report, produced by SoDA in collaboration with Forrester Research, highlights the evolving dynamics of the digital marketing landscape. It explores the shifting priorities of both agency leaders and brand marketers, emphasizing the increasing complexity and competition within the digital agency ecosystem, as well as the growing demand for innovation, speed, and collaboration.

Main Trends and Key Insights

1. A Bigger Pie, More Competition

• The digital market is expanding, with agencies showing optimism about future growth despite challenges.
• 56% of agency leaders reported revenue growth in 2018, and 79% are confident in profitable growth for 2019.
• 43% of client-side leaders plan to increase spending with external agency partners, indicating a strong demand for external expertise.
• Agencies face growing competition, pricing pressure, and rising talent costs, which are expected to continue impacting their operations.

2. Battle Royale or Tokyo Drift to the Middle?

• There is no clear winner in the competition between agencies, consultancies, and holding companies.
• 53% of marketers use 3 or more agencies/partners for digital projects, showing a diversified approach.
• The use of integrated agencies, full-service digital agencies, consultancies, and specialized agencies is evenly distributed.
• Digital Product Design Studios are emerging as a key player, with 65% of them anticipating increased revenue in 2019.

3. Agencies Practice Mixed Model Arts

• Agencies are re-evaluating their core business models, with 61% actively doing so.
• Key directions include experimenting with pricing models, collaborating with third-party partners, and integrating more closely with clients.
• Strategy, data, and digital products are highlighted as key areas for revenue growth.

4. Speed, Value, Agility, and Transparency

• 56% of agency leaders and 63% of client-side leaders prioritize speed in delivering digital content.
• Agility and collaboration are becoming central to engagement models.
• Value and transparency are increasingly important, with 70% of client-side leaders and 66% of agency leaders citing these as key concerns.
• Pricing/value is the top reason for terminating partner relationships.

5. Creative Leaders Gaining Influence in the C-Suite

• Creative and design leaders are becoming more influential in strategic decision-making.
• 67% of business executives believe creative leaders are having a bigger impact on strategic direction.
• The demand for innovation and brand differentiation is growing, with AI, emerging tech, and customer experience as key drivers.

6. Digital Product Studios Poised for Growth

• 45% of agency leaders expect increased revenue from digital product and service work in 2019.
• 37% of client-side leaders plan to increase spending on digital products and services.
• Digital products are becoming a priority over traditional marketing areas like content creation and media planning.

7. Emerging Technology is Still Emerging

• AI-driven digital experiences are a top priority, with 36% of marketers planning to increase investment.
• Marketing Automation is the most anticipated technology for investment and impact.
• While AR/VR, voice-based experiences, and blockchain are gaining traction, adoption is still in early stages.

Spending Outlook

Digital Budget Growth

• 53% of client-side leaders plan to increase digital spend in 2019.
• 36% are increasing both digital and overall marketing budgets, up from 18% in previous years.
• 16% of marketers no longer track digital spend as a separate line item, indicating a shift towards integrated budgets.

Top Areas for Budget Growth

• Digital Marketing Experiences remain a top priority.
• AI-Driven Digital Experiences, Platform Implementations, Customer Insights & Analytics, and Digital Products & Services are also leading areas.
• Traditional advertising spend is declining, with 30% of marketers planning to reduce it.

Revenue Growth Areas

• Customer Insights & Analytics, Digital Products, Standalone Strategy, Digital Marketing Experiences, and Campaign Development / Execution are top revenue growth areas.
• Digital Media Planning & Buying shows the largest growth in budget (up 12%), while Voice Applications / No-UI Interfaces and AI-Driven Experiences show minimal growth in revenue.

Agency Landscape

Agency Types and Partnerships

• Full Service Digital Agencies (37%), Consultancies (36%), and Integrated Agencies (34%) are the most commonly used.
• Specialized Digital Agencies and Product Design Agencies are also present but less dominant.
• 43% of marketers use 3 or more agencies for digital projects.

Ownership Models

• Independent agencies (39%) are still the most common, followed by owned agencies (34%) and mixed ownership models (25%).

Innovation Labs

• 48% of agencies have formal innovation labs, down from 66% in 2017.
• 83% of agencies with innovation labs make direct financial investments, with 15% investing over 20% of annual revenue.

Conclusion

The digital marketing ecosystem is evolving rapidly, with agencies and marketers prioritizing innovation, speed, and collaboration. While traditional models are under pressure, new opportunities are emerging in areas like digital products, AI, and customer experience. The report underscores the need for agencies to adapt, differentiate, and offer more value in an increasingly complex and competitive environment.