SoDA：2020全球数字展望（英文版）(46页).pdf

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1、 STUDY OVERVIEW The 2020 Digital Outlook Study was fielded in Q4 2019 in partnership with Forrester Research. The online survey targeted client-side executives with responsibility for digital marketing and technology along with executive leaders at agencies worldwide. (n=494) The study results inclu

2、ded a final, validated sample of 261 responses from client-side leaders and 231 responses from agency leaders. The data from this study looks at spending plans for 2020, organizational priorities and perspectives on the shifting digital landscape. While the onset of COVID-19 and a global economic sl

3、owdown will undoubtedly impact these previously forecast numbers, we believe the directional guidance is still relevant and will provide a good benchmark against data from 2019 and again in 2021 when the new study is fielded. When this digital outlook data is referenced in the report, we have clearl

4、y labelled it as “Q4 2019” so you understand that it reflects plans and perspectives coming into the year. In order to capture a snapshot of the current landscape, SoDA also conducted a quick-strike survey with agency leaders from March 13-22, 2020. This study included a final, validated sample of 1

5、22 agency leaders and explored their initial response to COVID-19, how their outlook for 2020 has changed since the beginning of the year, and their level of preparedness for such an abrupt and significant disruption. When this revised outlook data is referenced in the report, we have clearly labell

6、ed it as “March 2020” so you understand that it reflects the perspective of agency leaders in the early weeks of this crisis. OUTLOOK2020 SoDA. All rights reserved. April 2020.02 CLIENT LEADERS Data highlights from client-side executives with responsibility for digital marketing and technology inves