【德勤咨询】营销转型：新兴的数字、社会和政治趋势_85页_1mb

The CMO Survey Summary - February 2021

Core Content

The CMO Survey, now in its 26th edition, provides insights into how the marketing profession has evolved in response to the challenges posed by the COVID-19 pandemic. Conducted between January 6-26, 2021, the survey collected responses from 356 top marketers across U.S. for-profit companies, with a response rate of 12.05%.

Main Points

Marketing Importance Increased

• 72% of marketing leaders reported that the role of marketing in their companies increased in importance during the pandemic.
• This increase was most pronounced in B2B Services (76.6%), B2C Product (74.0%), and B2C Services (69.2%).

Customer Behavior Shifts

• Customers now prioritize superior product quality and strong customer experience, with a 34.8% increase in product quality and a 20.4% decrease in trusting relationships.
• Customer experience was ranked as the top priority by over one-third of marketers, with Consumer Services (45.8%) and B2C Services showing the highest emphasis on it.

Marketing Spending and Performance

• Marketing spending on Diversity, Equity, and Inclusion (DE&I) increased by 8.8%, with Brand and Communications being the main areas of focus.
• Marketing ROI has become a key focus, with B2C Product and B2C Services showing the highest improvements in this area.

Digital Transformation

• Digital interfaces have grown by 21% since June 2020, with Consumer Services (100.0%) and Energy (61.5%) being the most active in building digital interfaces.
• Digital marketing is increasingly seen as a strategic tool for growth, with 73.6% of marketers investing in it.

Industry-Specific Trends

• Consumer Services, Education, and Retail/Wholesale showed the highest levels of optimism and focus on future marketing strategies.
• Communications/Media, Manufacturing, and Energy were the least optimistic and showed lower effectiveness in short-term marketing strategies.

Social and Political Trends

• Social and political issues have become more prominent, with 49.7% of marketers taking a stance on politically-charged issues, up from previous years.
• Encouraging voting was the most common form of political activism (92.9% of marketers), followed by supporting legislation (43.5%) and changing products/services (26.5%).

Sustainability Efforts

• Cost and COVID-19 are the primary barriers to implementing more sustainable marketing initiatives.
• B2C companies are more likely to focus on changing products/services to reduce ecological impact, while B2B companies prioritize cost as the main barrier.

Key Insights

• Optimism has rebounded significantly, reaching 66.3 on a 100-point scale, reflecting a strong recovery from pandemic-related challenges.
• Customer experience and product quality are now the top priorities, with digital interfaces and go-to-market models being key areas of transformation.
• Diversity, Equity, and Inclusion (DE&I) initiatives have seen a rise in spending and focus, especially in Consumer Services and Retail/Wholesale.
• Marketing strategies developed during the pandemic are seen as effective in the short term but also as important for long-term growth.
• Sustainability efforts have shifted focus from promotions and distribution to brand and products/services, driven by cost and pandemic-related priorities.

Summary of Survey Topics

Conclusion

The CMO Survey highlights the significant transformation in marketing practices driven by the pandemic. Marketers are increasingly focusing on digital innovation, customer experience, and DE&I initiatives, while also navigating the complexities of social and political challenges. These insights provide a valuable benchmark for companies to understand and adapt to the evolving marketing landscape.