2022-05-22-德勤-2022年首席营销官报告（EN）_93页_1mb

Marketing budgets increased to 11.7% of overall budgets and 10.3% of revenues, with the growth rate at 13.6%, largely driven by digital marketing which accounts for 57.1% of spending and is expected to grow by 16.2%. Budgets for brand building, customer relationship management, and digital activities saw significant increases, while customer acquisition spending remains higher than retention budgets.

Digital marketing spending surged, with a 40% jump in investments for data analytics (+37.2 points), reflecting a strategic shift towards customer data integration. Marketers excel at testing and iterating digital campaigns but score lower on integrating data across touchpoints and aligning with CIO/CTO for unified strategies.

Privacy management is evolving, with a expected 35.5% rise in first-party data use over two years (75% increase), while third-party data concerns rate moderately (mean 3.75). Companies are taking steps to build trust, such as committing not to sell customer data (63%), up by 7.1 points, though consumer awareness of privacy disclosures remains low.

Climate change actions are limited, with only 34% of companies having specific goals, down from previous years. Customer willingness to pay more for eco-friendly products is low (24.5%), and only a minority (24%) report taking actions to reduce climate impact, with larger firms slightly more active.

Marketing job growth was 12.2% over the year, highest in Education (26.3%) and Banking/Finance/Insurance (20.5%), but fewer hires are expected over the next year due to the Great Resignation, with attrition high in pure-play internet companies.

The role of marketers is increasingly important, with 67.9% of companies reporting higher importance in 2022, aided by better alignment with finance leaders (mean rating 5.4, up from 5.0). Preparation for the future dominates over 60%, and one-quarter of companies are avoiding politically charged brand stances.

Customer priorities have shifted to product quality (+39.7% since February 2020), while mobile and social media spending are growing rapidly, with predicted app revenue for some companies (e.g., B2C Product), but modest returns due to saturation.

Marketing performance showed strong recovery post-COVID-19, with revenues and profits seeing gains (+14.1% and +10.7% respectively), but societal metrics like positive benefit to society remain unchanged over a decade.

Diversity, Equity, and Inclusion (DE&I) spending in marketing increased 10.8% year-over-year, with larger companies and B2C-Product sectors leading, though nearly 25% report no DE&I actions.

The Award for Marketing Excellence went to Apple Inc. for the 15th consecutive year, with industry winners including Amazon, Salesforce, Microsoft, Proctor & Gamble, Nike, Geico, Johnson & Johnson, and Cleveland Clinic.