2018_CMO调查_亮点及洞察报告（英文版）_73页_5mb

CMO Survey® Highlights and Insights Report - August 2018

Core Content Overview

The CMO Survey® is an annual, non-commercial research initiative that collects and disseminates insights from top marketers to predict market trends, track marketing excellence, and enhance marketing value. Administered twice a year since 2008, the August 2018 survey marked the 21st administration and had a 11.2% response rate from 324 top marketers across various industries.

Key Findings

1. Marketer Optimism and Customer Priorities

• Marketer Optimism: Optimism about the U.S. economy slightly decreased compared to the previous quarter.
• Customer Priorities: Superior product quality and excellent service are the top two priorities for customers. B2C companies emphasize product quality and innovation, while B2B companies prioritize trusting relationships.

2. Firm Growth Strategies

• Growth Spending: Companies continue to focus on existing markets and offerings for growth, with a shift toward product/service development and away from market development.
• Internet Sales: Internet sales remain modest at 12.2%, with B2C companies leading at 15.6% and B2B services at 11.5%.
• Talent Investment: Having the right talent is crucial for future growth, though investment in training and development slightly declined.

3. Marketing Spending Trends

• Budget Growth: Marketing budgets have grown over the last year, with expectations of further growth in the next 12 months.
• Digital vs. Traditional Advertising: Digital marketing spend is growing faster than traditional advertising. It is expected to rise from 44% to 54% of marketing budgets over the next five years.
• Marketing Budget as % of Firm Budgets: Marketing budgets represent 10.8% of firm budgets, with B2C product companies spending the highest percentage (17.2%).

4. Firm Performance Metrics

• Financial Metrics: Sales revenue and profits increased by 4.7% and 3.5% respectively, while Marketing ROI remained flat.
• Customer and Brand Metrics: Brand value showed the highest increase (3.4%), followed by customer acquisition (3.2%) and customer retention (2.2%).
• Societal Metrics: Companies are improving in their ratings for societal impact, with education and energy sectors leading in benefits to society and minimizing environmental impact.

5. Social Media Marketing

• Spending Increase: Social media spending has grown more than in any prior year, with a forecasted 66% increase over the next five years.
• Integration Challenges: Despite improved ability to quantify social media impact, integration of social media into marketing strategy remains a challenge.
• Outside Agencies: Use of outside agencies for social media activities has increased over the last 18 months, with B2C product companies relying most heavily (39.7%).

6. Mobile Marketing

• Budget Allocation: Mobile marketing budgets have increased from 7% to 9.4% over the last three years, with an expected increase of 102% to 19% in the next three years.
• B2C Dominance: B2C companies outspend B2B companies by 100% in mobile marketing.
• Performance Contribution: Mobile marketing's contribution to company performance shows little improvement, indicating ongoing challenges in its effectiveness.

Summary of Key Insights

• Customer Priorities: Superior product quality and excellent service remain the top priorities, with a shift away from price and trusting relationships.
• Growth Strategies: Companies are focusing more on product/service development than market development, with a strong emphasis on talent.
• Marketing Budgets: Marketing budgets are growing, with digital marketing expected to surpass traditional advertising in the next five years.
• Firm Performance: Financial and brand metrics show improvement, while customer retention and Marketing ROI remain relatively stable.
• Social Media: Spending is on the rise, but integration and effectiveness are still challenges.
• Mobile Marketing: Increasing budget allocation, especially in B2C, but performance contributions are still limited.

Conclusion

The CMO Survey® highlights a dynamic marketing landscape where digital transformation and customer-centric strategies are gaining momentum. While optimism in the economy is slightly subdued, marketers are increasingly allocating budgets to digital and social media initiatives. However, challenges in integrating these strategies and proving their impact persist, indicating a need for further innovation and investment in marketing capabilities.