2022-03-28-德勤-管理和测量营销支出以实现增长和回报（EN）_76页_1mb

The CMO Survey - Highlights and Insights Report (August 2021)

Core Content Overview

The CMO Survey, now in its 27th edition, provides insights into how marketing leaders are managing and measuring marketing spending in the context of the ongoing challenges posed by the COVID-19 pandemic. The report highlights trends in digital marketing transformation, marketing spending growth, and the increasing pressure on marketers to demonstrate value and impact.

Main Points and Key Insights

Digital Marketing Transformation

• Digital marketing spending now accounts for 58% of marketing budgets, showing 15.8% growth over the last year.
• 73% of companies have marketing leaders driving their digital transformation.
• Companies with >10% Internet sales are 2.5 times more likely to have an established digital marketing transformation.
• 73.0% of companies are in the emerging, integrated, or institutionalized phases of digital marketing transformation, up from 31.1% a year ago.
• Online experimentation and A/B testing remains relatively low at 46.0%, while improving the company's app is the weakest area of digital investment at 18.4%.
• AI and machine learning usage is expected to triple from 11.8% to 37.7% over the next three years.

Marketing Spending and Returns

• Overall marketing spending increased by 5.2% in the last year and is projected to grow by 13.4% in the next year.
• Digital marketing spending is expected to grow at 14.7% in the next year, slightly slower than the overall growth rate.
• Marketing expenses as a percent of company revenue declined for the first time since 2017, while as a percent of company budget increased.
• Pressure to prove marketing impact is rising, with 58.7% of marketing leaders reporting increased pressure from CEOs and 45.1% from CFOs.

Marketing Budget Setting

• The most common method for setting marketing budgets is based on the previous year's expenses, used by 41.1% of companies.
• 27.9% of companies build budgets from scratch each year based on new needs and objectives.
• Marketing leaders emphasize aligning with business priorities, setting return expectations, and explaining hypotheses about impact when making the case for marketing spending.

Short and Long-Term Impact Measurement

• Short-term impact is predominantly proven quantitatively, with 66% of companies with >10% Internet sales relying on this approach.
• Long-term impact is more qualitative, with only 32.7% of companies able to show it through intermediate KPIs.
• Consumer Packaged Goods and Healthcare industries report the most long-term quantitative impact.

Marketing and Diversity, Equity & Inclusion (DE&I)

• Marketing leaders' views on how the work-from-home versus work-from-office debate will affect their employee ranks are documented, though specific details are not provided in the summary.

Key Metrics and Trends

• Marketers' optimism for the U.S. economy increased to 69.6 (out of 100), surpassing mid-pandemic levels and nearing pre-pandemic values.
• Transportation, Retail/Wholesale, and Manufacturing are the most optimistic sectors, while Mining/Construction, Communications/Media, and Education are the least optimistic.
• Largest companies (by sales and employees) and those with >10% Internet sales show the highest optimism.
• B2C Services have the highest level of digital marketing expertise (6.8), while Real Estate (3.5) and Pharma/Biotech (3.7) report the lowest.

Survey Methodology

• The survey was conducted from August 4-25, 2021, with 282 responses from VP-level or above marketers at 2791 U.S. for-profit companies.
• The survey is administered twice a year and includes repeating questions to track trends and new questions to capture emerging marketing trends.
• The survey is non-commercial and confidential, with data not shared with sponsors.

Conclusion

The CMO Survey highlights the evolving role of marketing leaders in driving digital transformation, proving the impact of marketing efforts, and aligning budgets with business strategies. It underscores the importance of digital marketing, the challenges of demonstrating long-term impact, and the increasing focus on aligning marketing with business objectives and growth opportunities.