RSW-2019年营销概览英文-20195-28页_1mb

2019 New Year Outlook Summary

Core Content Overview

The 2019 RSW/US New Year Outlook survey provides insights into the expectations and challenges of marketing agencies and marketers as they prepare for the new year. Conducted in December 2018, the survey involved 158 senior marketers and 115 agency executives, highlighting key trends in business investment, marketing spend, data and analytics capabilities, ROI measurement, agency usage, and the rise of project-based work.

Main Findings

1. Business Investment Trends

• Bullish Outlook: Over 90% of agencies and marketers plan to invest "somewhat" or "heavily" in their business in 2019.
• Implication: This indicates a positive outlook for the industry, but agencies must ensure their investments are in the right areas, especially in data and analytics capabilities.

2. Marketing Spend Expectations

• Moderate Increase: 52% of marketers expect to increase their marketing spend in 2019, a decline from previous years but still a significant improvement over 2011-2013.
• Alignment: Marketers and agencies are finally showing alignment in their expectations for marketing spend.
• Implication: Agencies must focus on delivering measurable results and demonstrating value to justify spending, especially in the digital and traditional media sectors.

3. Data & Analytics Capabilities

• High Importance: Marketers consider data and analytics to be extremely important for their agencies.
• Agency Perception: Only 33% of agencies feel confident in their ROI measurement capabilities.
• Implication: Agencies need to enhance their data management and analytics skills to remain competitive. Collaboration with external technology platforms or strategic partners is encouraged.

4. Measuring ROI

• Marketer Focus: Marketers are increasingly demanding transparency and accurate ROI measurement.
• Agency Challenges: Many agencies struggle to provide this, leading to dissatisfaction among clients.
• Implication: Agencies must prioritize ROI measurement and ensure they can provide clear, actionable insights to their clients.

5. Marketers' Use of Agencies

• Consolidation Trend: Marketers are moving toward using fewer agencies, indicating a preference for integrated and efficient service providers.
• Implication: Agencies need to be more proactive in securing new business and maintaining value for current clients. Building long-term relationships is crucial.

6. Specialty Agency Outlook

• Demand for Expertise: 64% of marketers seek agencies with specific expertise in areas like digital, social, or industry-specific strategies.
• Implication: Agencies should define their niche and unique value proposition. Being a generalist is no longer a viable strategy.

7. New Business Opportunities

• Project Work Rise: Project-based opportunities are increasing, even though long-term AOR relationships are fewer.
• Implication: Agencies must treat project work as a strategic investment and commit to delivering high value and quality. It's a key way to prove their worth and attract long-term clients.

8. Management of New Business Programs

• Outsourcing Success: 92% of agencies using outsourced services view them as somewhat or very successful.
• Internal vs. External: Agencies with internal new business directors report higher success rates (97%), while those managing internally report lower success (86%).
• Implication: Outsourcing can be a viable and effective solution for managing new business programs, especially for smaller agencies.

Key Challenges from Marketers' Perspective

• Measuring ROI: A top concern for marketers.
• Agility: Agencies must be able to adapt quickly to changes in the market.
• In-House Work: Increasing movement of marketing tasks in-house.
• Self-Service Tools: Marketers are using easier tools to manage marketing, reducing reliance on agencies.
• Talent Retention: Difficulty in retaining experienced staff due to demanding work environments.
• Traditional vs. Digital Media: Balancing both to maximize brand performance.
• Transparency & Trust: Marketers want more transparency and trust from agencies.
• Cost vs. Value: Agencies must demonstrate that their services add real value and are cost-effective.
• Consistency: Agencies need to maintain consistent performance and reporting standards.
• Keeping Up with Trends: Staying relevant in a fast-changing industry.

Key Challenges from Agencies' Perspective

• Staffing: Challenges in finding and retaining qualified personnel.
• Specialization: Need to focus on specific areas to stand out.
• Economic Uncertainty: Fear of recession and budget constraints.
• In-House Agencies: Competition from in-house teams.
• Technology & ROI: Keeping up with technological changes and proving ROI.
• Operational Models: Optimizing for small projects and studio work.
• Creative Excellence: Balancing analytics with creative output.
• Transformation & Disruption: Adapting to industry changes and staying innovative.

Strategic Recommendations

• Enhance Data & Analytics Capabilities: Agencies should invest in tools and talent to support data-driven marketing.
• Focus on ROI Measurement: Develop clear, consistent, and actionable ROI reporting.
• Define Niche Expertise: Specialize in areas that add value to clients, such as digital, social, or industry-specific strategies.
• Optimize for Project Work: Treat project opportunities as a way to build long-term relationships and prove agency value.
• Improve Communication & Transparency: Build trust through clear and consistent reporting.
• Proactive Outreach: Agencies should be more proactive in securing new business and maintaining relationships with current clients.

Conclusion

The 2019 RSW/US survey highlights a shift in the marketing industry, with a greater emphasis on data, analytics, ROI, and specialization. Agencies must adapt to these changes by improving their capabilities, focusing on value, and being more proactive in their approach to new business. The market is becoming more competitive and demanding, and agencies that fail to evolve may find themselves left behind.