德勤-2019年首席营销官（CMO）调查报告（英文）-2019.8-73页_1mb

CMO Survey® Highlights & Insights Summary (August 2019)

Core Content Overview

The CMO Survey® is an annual, non-commercial research initiative that collects and disseminates insights from top marketers in the U.S. to predict market trends, track marketing excellence, and enhance marketing value in firms and society. Administered twice a year via online surveys, the August 2019 Survey marks the 23rd administration since its founding in 2008.

Key Findings

1. Marketer Optimism and Economic Outlook

• Marketer optimism about the U.S. economy rose slightly after reaching its lowest point in the last seven years in the February 2019 Survey.
• B2B Product marketers and medium-sized companies (100–499 million in sales) showed the highest optimism.
• Education and Transportation companies reported the lowest levels of optimism, while Mining/Construction companies were at the opposite end.
• Despite gains in optimism, nearly half of the marketers felt less optimistic compared to the previous quarter.

2. Customer Priorities for 2020

• Customers are expected to prioritize excellent service and superior product quality in the next 12 months.
• There was a 28% increase in the emphasis on excellent service and a 12% increase on superior product quality.
• The demand for low prices has dropped by 17% since the last survey.

3. Marketing Spend and Growth Strategies

• Market penetration remains the dominant growth strategy, with 54.3% of marketing budgets allocated to it.
• B2C Services companies are most likely to spend domestically, with 95.9% of their budgets going to domestic markets.
• Internet sales reached a 13.4% share, the highest in a decade, with B2C Services leading at 29%.
• Marketing budgets are expected to grow by 8.7% in the next year, with B2B Services and B2C Services reporting the highest growth expectations.

4. Digital vs. Traditional Marketing Spend

• Digital marketing spend is growing significantly faster than traditional advertising, with 14.47% growth expected for B2C Services.
• Traditional advertising is declining, with B2B Services experiencing a -0.87% change and B2C Product a -2.34% change.
• Marketing spend on training and development reached a 5.8% of budgets, the highest in five years.

5. Marketing Budget Allocation

• Search engine marketing is the most prioritized paid digital media channel, followed by print and display.
• Companies with higher Internet sales allocate more to search and display channels.
• B2B Services companies allocate the most to search (13.4%), while B2C Product companies allocate the most to print (22.2%).

6. Firm Performance Metrics

• Sales revenue and marketing ROI have shown consistent growth over the past four years.
• B2B companies outperformed B2C in all financial and marketing performance metrics.
• Customer acquisition and brand value showed the largest increases, while customer retention remained flat.
• Market share and profits showed only modest growth, with B2C Services reporting the lowest profit growth.

7. Customer Experience (CX) Challenges

• The top CX challenge is developing the necessary capabilities to design, deliver, and monitor the customer experience, with 13.4% of marketers citing it as their primary concern.
• Integrating touchpoints seamlessly across the customer journey is the second most cited challenge.
• Mapping the customer journey and tailoring experiences to customer context are also significant challenges.
• Measuring customer perceptions, emotions, and behaviors throughout the journey is the least confident area for marketers.

8. CX Performance Relative to Competitors

• Marketers rate their companies poorly on most CX activities, with only assuring compatibility with brand rated above average.
• Most aspects of CX are rated on par with or below competitors, with measuring perceptions and behaviors being the weakest.
• Companies with no Internet sales struggle more with mapping the customer journey, while those with high Internet sales face challenges in identifying critical touchpoints.

9. Marketing Knowledge Investment Priorities

• Marketing capability development is the top marketing knowledge investment priority, with B2C Services companies investing the most.
• Marketing training is the second most prioritized, with Energy and Mining/Construction industries leading in training spend.
• Consumer Packaged Goods and Transportation industries reported the lowest percentages spent on training and development.

10. Marketing as a Percentage of Firm Budget

• Marketing now accounts for 12% of firm budgets, the highest level in the Survey's history.
• B2C Services companies allocate the most to marketing at 15.6%, while B2B Product companies allocate 10.3%.

Summary of Key Metrics

Conclusion

The August 2019 CMO Survey highlights a continued focus on domestic marketing, digital transformation, and customer experience. Marketers are increasingly investing in digital marketing and training, while B2B companies show stronger performance across key metrics. Despite rising optimism, many marketers still struggle with CX integration, touchpoint measurement, and societal impact of marketing. The report underscores the need for enhanced customer experience capabilities, interdepartmental coordination, and data-driven marketing strategies to drive growth and improve performance.