2020年数字概览报告（英文）.pptx

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1、The2020DigitalOutlookStudywasfieldedinQ42019inpartnershipwithForresterResearch.Theonlinesurveytargetedclient-sideexecutiveswithresponsibilityfordigitalmarketingandtechnologyalongwithexecutiveleadersatagenciesworldwide.(n=494)Thestudyresultsincludedafinal,validatedsampleof261res

2、ponsesfromclient-sideleadersand231responsesfromagencyleaders.Thedatafromthisstudylooksatspendingplansfor2020,organizationalprioritiesandperspectivesontheshiftingdigitallandscape.WhiletheonsetofCOVID-19andaglobaleconomicslowdownwillundoubtedlyimpactthesepreviouslyforecastnumbers

3、,webelievethedirectionalguidanceisstillrelevantandwillprovideagoodbenchmarkagainstdatafrom2019andagainin2021whenthenewstudyisfielded.Whenthisdigitaloutlookdataisreferencedinthereport,wehaveclearlylabelleditas“Q42019”soyouunderstandthatitreflectsplansandperspectivescomingintothe

4、year.Inordertocaptureasnapshotofthecurrentlandscape,SoDAalsoconductedaquick-strikesurveywithagencyleadersfromMarch13-22,2020.Thisstudyincludedafinal,validatedsampleof122agencyleadersandexploredtheirinitialresponsetoCOVID-19,howtheiroutlookfor2020haschangedsincethebeginningofthe

5、year,andtheirlevelofpreparednessforsuchanabruptandsignificantdisruption.Whenthisrevisedoutlookdataisreferencedinthereport,wehaveclearlylabelleditas“March2020”soyouunderstandthatitreflectstheperspectiveofagencyleadersintheearlyweeksofthiscrisis.OUTLOOK2020STUDYOVERVIEW©SoDA.Allr

6、ightsreserved.April2020.02CLIENTLEADERSDatahighlightsfromclient-sideexecutiveswithresponsibilityfordigitalmarketingandtechnologyinvestments.©SoDA.Allrightsreserved.April2020.CLIENTLEADERSDatacollectedinQ42019.DatafortheGlobalDigitalOutlookStudywascollectedinQ42019.Theearlymonth

7、sof2020havebroughtsignificantandunanticipateddisruption.Wedonotexpectthebudgetforecastdatatoholdtrueinlightofthecurrentclimate.Wedo,however,believethedataprovidesusefuldirectionalguidanceonprioritiesandperspectivescomingintheyear.13Ontheothersideofthiscrisis,wherewillthetrendli

8、nespoint?Whilewecertainlyanticipateasignificantdisrupt