2013 SoDA Report: Digital Marketing Outlook

soda report 2013

The Global Society for Digital Marketing Innovators released their 2013 report earlier this year. There are some key findings within the report in both digital marketing strategies as well as changes in how companies are utilizing digital marketing agencies.

Key Findings

  • Over half of all respondents said they are increasing their digital marketing budgets, with much of the shift from a reallocation of existing budget into digital. Only 16% are increasing their overall marketing spend.
  • Full service agencies are benefitting as companies have been reluctant to expand headcount, especially as agencies become more sophisticated in their ability to analyze data and support senior-level, strategic marketers within the organization.
  • Agile Marketing is quickly evolving as a new framework for marketers to practice in order to increase responsiveness to changing market needs. Be sure to read our client and my good friend, Jascha Kaykas-Wolff's series on Agile Marketing.
  • Data-driven marketing, content strategies and integration will continue to improve marketing results and drive more revenue to organizations as marketing experiences are aligned across channels and personalized to the individual prospect or customer.

Read the full 2013 Digital Marketing Outlook

Conducted by Econsultancy, SoDA's 2013 Digital Outlook Marketing Survey had 814 respondents, up 25% from SoDA’s 2012 study. Marketers represented approximately one-third of all respondents with a fairly even split between companies who primarily market products (33%), services (31%) and a mix of products and services (36%). Over 84% of respondents were key decision makers and influencers (CMOs, senior executives, VPs and directors) with annual marketing budgets ranging from US$5M to over US$100M and whose key markets are North America (50%), Europe (22%) and APAC (12%). This year saw a growing multinational cross-section of respondents, with 12% indicating that no single continent accounts for a majority of their business revenue.

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