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Most marketing agencies (69%) expect business opportunities to increase in 2014, according to a recent report by RSW/US.

That's up from the 60% that expected increased opportunities in 2013, and nearly at the same level as the 72% that said so in 2012.

Agency optimism is confirmed by the plans of clients: 75% anticipate 2014 will be an investment year for their companies, and 50% expect to increase "somewhat" or "significantly" their marketing spends in 2014 (compared with last year's much lower 38%).

Below, additional key findings from the report, which was based on data from a survey of 150 US-based senior level marketers and 170 marketing agency executives.

Types of Spend

  • 74% of marketers surveyed expect to see "somewhat" or "significantly" higher spends on digital marketing/media in 2014.
  • 61% expect to see an increase on social media spending.
  • Only 28% expect to increase their traditional media budgets.

Competition

  • 79% of agencies say finding new business will get much more competitive in 2014.
  • 86% of agencies plan to be more aggressive in how they handle their new business efforts.
  • 63% say clients are increasing competition by involving more agencies in searches than in years prior.
  • 43% of marketers say it's true that they are increasingly considering more agencies for their business.

Political Outlook

  • Only 36% of marketers say political inertia in Washington will affect their activities—compared with 44% who said so in 2013.
  • Agencies are even more optimistic: Only 34% say political inertia in Washington will affect their activities—compared with 52% who said so in 2013.

About the research: The report was based on data from a survey conducted in December 2013 of 150 US-based senior level marketers and 170 marketing agency executives.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji


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