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SoDA’s Annual Outlook on Digital Marketing Released

by SoDA Communications / March 27, 2012

Note: This blog entry is available in English only.

For the fourth year in a row, SoDA has compiled the thoughts and opinions of ≈700 marketers, agencies, technologists and digital industry insiders.  Dozens of SoDA member companies have contributed thought-provoking articles and case studies to The SoDA Report (formerly known as the Digital Marketing Outlook).  A broad array of guest contributors, CMOs and other senior-level digital marketers from a wide array of organizations (i.e., L’Oreal, Adobe, Google, Compete, E*Trade, Bloomberg and Samsung, among many other blue-chip brands) also provided their insights.  The result: an invaluable planning resource for marketers and agencies in 2012.  SoDA is releasing the publication in its traditional format today, and a tablet edition will be released in early March.   SoDA will also be publishing smaller quarterly updates to The SoDA Report over the course of 2012.

The study (download here:, conducted by SoDA and its research partner, Econsultancy, revealed significant information regarding budgets, hiring strategies and what marketers value the most.   For example, the 2012 survey showed that increased self-reliance is an increasingly common mantra among many marketing organizations, with almost two-thirds citing internal resource growth as their primary approach to expanding digital marketing efforts this year.  For those looking outward, almost one-third said they’re seeking to diversify their agency mix based on niche areas of expertise (vs. pursuing a “one-stop shop” digital partner).

The publication also includes:

• 4 editorial sections (Industry Insider, Modern Marketers, People Power & Tech Talk), including related research findings from the 2012 Digital Marketing Outlook Survey.  Content focuses on subjects critical to the digital marketing industry today, from evolving agency models and partner ecosystems to transformations at marketing organizations aimed at becoming more consumer-centric to finding and cultivating top digital marketing talent.

• One-on-one interviews with industry luminaries as well as panel discussions on topics ranging from change management to measurement and analytics.

• Case studies spanning a wide array of industries and digital platforms to inspire and inform.

The SoDA Report is a sampling of the people, challenges and successes shaping the 21st century digital marketing industry. Every year, the report gets richer and more refined.   And with our new format, the 2012 edition is well positioned to be an industry-leading publication with a fresh, authentic voice from the men and women living, working and transforming the industry as we once knew it,” said Angele Beausoleil, SoDA Report Editor-in-Chief and Chief Innovation Officer at Agent Innovateur Inc.

“With the help of some of the most influential thinkers in the digital marketing world, you will get great value from this fascinating compilation of perspectives and insights about the year ahead,” underscored Tony Quin, SoDA Board Chairman and CEO of IQ.

The final report was completed with the help of our design and production partners, StruckAxiom and Universal Mind. To view the complete survey results and report, please visit:

The 2012 Digital Marketing Outlook study, conducted by SoDA and its research partner, Econsultancy, the leading source of independent advice and insight on digital marketing and ecommerce through reports, events and online resources and training programs.


As the founding organizational sponsor of SoDA, Adobe’s goal is to provide tools and technologies to inspire the design and development of leading-edge digital content, help agencies build strategic relationships with clients, and support the overall advancement and growth of the digital marketing industry.


The Society of Digital Agencies serves as a voice for digital marketing professionals worldwide with a mission to advance the industry through Best Practices, Education, and Advocacy.




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