Soda-2019年全球网络展望报告（英文）-2019.7-56页_3mb

Global Digital Outlook 2019 Summary

Core Content

The Global Digital Outlook 2019 report, produced by SoDA in collaboration with Forrester Research, provides an in-depth analysis of the evolving digital marketing landscape, focusing on spending trends, agency dynamics, and the shifting priorities of both agency leaders and brand marketers. The report highlights the increasing complexity of the digital ecosystem, the role of innovation, and the growing demand for agility, speed, and transparency in agency-client relationships.

Main Trends and Key Findings

1. A Bigger Pie with More Competition

• Agency optimism: 79% of agency leaders are confident in profitable growth for 2019.
• Revenue and profit growth: 56% and 55% of agencies reported growth in 2018, respectively.
• Client-side spending: 53% of marketers plan to increase digital spend in 2019, with 36% increasing overall marketing budgets.
• Partnership growth: 43% of marketers plan to increase spending with external agency partners.

2. No Clear Winner in the Agency Landscape

• Diverse agency types: No single agency type dominates; usage of full-service, integrated, consultancies, and specialized agencies remains evenly distributed.
• Decline in independent agencies: Independent agencies are becoming less prevalent, with 39% of marketers using them in 2018, down from 61% in 2017.
• More collaboration: 60% of respondents agree that in-sourcing digital capabilities is significantly impacting how clients and agencies collaborate.

3. Mixed Model Agency Practices

• Evolution of agency models: 61% of agency leaders are re-evaluating their core business models.
• Focus on new capabilities: Strategy, data, and digital product development are key areas for revenue growth.
• Digital product studios: Despite only 9% of agencies identifying as such, 45% of agency leaders expect revenue growth from digital product and service work.

4. Demand for Speed, Agility, and Transparency

• Speed as a priority: 56% of agency leaders say speed of delivery is a major factor in winning new projects.
• Client-side priorities: 63% of marketers prioritize faster production and publishing of personalized digital content.
• Agility and collaboration: Flexibility and integrated working models are top areas for improvement from clients.
• Transparency expectations: 66% of client leaders demand greater detail and transparency in how agencies track and report budget spending.

5. Creative Leaders Gain Influence in the C-Suite

• Creative impact: 67% of executives agree that creative and design leaders are having a bigger impact on strategic direction.
• Strategic priorities: Brand differentiation through innovation and adopting emerging technology before competitors are seen as key drivers of business success.
• Challenges: 70% of marketers admit it is difficult to quantify and value the impact of creative ideas.

Spending Outlook

Digital Budget Trends

• Growth in digital spend: 53% of marketers plan to increase digital spend in 2019.
• Combined growth: 36% plan to increase both digital and overall marketing budgets.
• Traditional ad spend decline: 30% of marketers plan to reduce traditional advertising budgets.
• Digital budget allocation: 75% of marketers already spend over 25% of their marketing budget on digital.
• Digital line-item disappearance: 16% of marketers no longer track digital spend as a separate line item.

Top Areas for Budget Increase

• 2019: Digital Marketing Experiences, Platform Implementations, Digital Products & Services, Customer Insights & Analytics, and Campaign Development & Execution.
• 2018: Digital Marketing Experiences, Customer Insights & Analytics, Content Development, Digital Products & Services, and Platform Implementations.
• 2017: Digital Marketing Experiences, Content Development, Customer Insights & Analytics, Standalone Strategy, and Digital Products.

Emerging Technologies

• AI and digital experiences: 56% of respondents believe AI will significantly impact customer interaction planning and design.
• AI spending: 36% of marketers plan to increase AI-driven digital experiences spending.
• Other emerging tech: Marketers are also investing in AR/VR/Mixed Reality, voice-based interfaces, and blockchain.
• Marketing Automation: Top area for investment and anticipated impact, with 46% of marketers planning significant investments.

Agency Landscape

• Agency types used: Marketers continue to use a mix of agencies, with nearly 70% using two or more partners for digital projects.
• Innovation labs: 48% of agencies have formal innovation labs, down from 66% in 2017.
• Investment in labs: 83% of agencies with innovation labs make direct financial investments, with 15% investing over 20% of their annual revenue.
• Consultancy usage: Marketers' openness to consultancies for digital projects dropped from 77% in 2017 to 53% in 2018.

Conclusion

The digital marketing landscape is evolving rapidly, with agencies and marketers increasingly focused on innovation, agility, and collaboration. While the traditional boundaries between agencies, consultancies, and in-house teams are blurring, the demand for speed, transparency, and measurable value remains strong. The rise of digital product design and the integration of emerging technologies such as AI and marketing automation signal a shift in how digital services are perceived and valued. As the market matures, agencies must adapt their models and capabilities to stay relevant and competitive.