More than half (55%) of US marketers state they have shifted 30% or more of their marketing spend into the digital space in the past three years, according to data compiled in March 2011 by agency/client relationship advisers RSW/US. The “2011 New Business Report: A Client’s Look Ahead at Agencies” shows that this figure has dropped 18% from 67% in 2010, but still indicates aggressive digital marketing activity.
Few Have Shifted More than 50%
Only a combined 14% of the 55% of marketers who have shifted 30% or more of their marketing spend into the digital space have shifted more than 50%, and only a combined 3% have shifted 80% or more. The largest share of this segment (23%) has shifted 30% of marketing spend into digital. The largest share overall, 24%, has shifted 20% of marketing spend into digital.
Half of Marketers Unlikely to Use Exclusively Digital Agency
Only 6% of marketers state they are very likely to use a digital-only marketing firm to handle their digital/social needs in the future, rating their likelihood eight or more on a 10-point scale. Fifty percent state they are not likely to do so, rating their likelihood three or less.
Social Media Has Little Influence on Agency Search
Study data shows that agency searches and agency selections for searches are little influenced by social media. Only 5% of marketers state they “always” use social media to help them identify agencies when involved in a search, and a combined 12% give social media’s influence rating a score of eight or higher on a 10-point scale.
Meanwhile, 28% of marketers say they “never” use social media to identify agencies, and a combined 54% give social media’s influence rating a score of three or lower.
- 54% of marketers who follow agency social media content follow blogs, 28% follow Facebook pages and 18% follow Twitter feeds.
- 25% of marketers currently use an exclusively digitally-focused agency to handle social/digital needs.
Full Service Firms Seen as Winning Digital Fight
Although other study data indicates that currently, most marketers give the edge in performing across digital and full service formats to digital firms, when asked to look to the future, the largest percentage see full service firms coming out ahead. Fifty percent of marketers believe that during the next three to five years, full service firms are more likely to win digital assignments, as compared to only 28% of marketers believing digital firms are the more likely winners of full service assignments.
About the Data: The “2011 New Business Report: A Client’s Look Ahead at Agencies” was completed by 174 key marketing decision makers from across the US during March 2011. This study was commissioned by RSW/US.