SoDA Report 2014 - The Report Reveals Changing Face of Client Agency Relationships

SoDA Report 2014: The Report Reveals Changing Face of Client Agency Relationships

SoDA has released the 2014 SoDA Report, which includes its annual Digital Marketing Outlook survey of the changes taking places across the industry.

The findings reveal key shifts in marketer/agency relationships, weaknesses in advertiser expertise, and mismatches between what advertisers and agencies believe are most valuable to clients.

There are also startling perception differences over clients' attempts to transform their business, and disconnects over why clients walk away from agencies.

The research also highlights steep learning curves inside agencies when it comes to acting on data insights, as well as using digital information to propel deeper personalization. As clients increase investment, agencies need to stay ahead in data, mobile and product innovation.

download: SoDA Report 2014.pdf (12MB)

"Clients are doing more digital in-house than ever. But increasing levels of sophistication and elaborate in-house digital teams do not have to translate into diminished revenue for digital agencies. The opportunity is in data, mobile and product innovation - areas of high demand," commented Chris Buettner, SoDA executive director and managing editor of The SoDA Report.

"Digital agencies that provide the core value trinity: creative marketing, innovation, and expertise in emerging trends and opportunities, can more deeply embed themselves in internal client teams, build stronger digital expertise across marketing and customer experience, and continue to prosper in 2014 and 2015."

Society of Digital Agencies