BY MEGAN GRAHAM
Think bragging about your digital chops will still give you an edge in years to come? Think again.
A new Global Digital Outlook Study released by digital-agency society SoDA and Forrester found that more than three-quarters of client-side marketers and agency leaders believe the term "digital" will disappear within five years as a meaningful differentiator.
The report included responses from 90 client-side marketing and tech leaders and 126 agency executives, primarily from mid-sized digital agencies. Some of them think the term is already dunzo: Just over half (54%) of client-side marketers said the term digital is still a meaningful way to differentiate agencies and marketing activities related to technology while 27% of agency leaders feel the term has lost relevance.