2017全球营销状况报告（英文）_50页-1mb

Summary of the "State of Marketing" Report

Core Content

This report, based on a survey of 3,500 global marketing leaders, explores how customer experience, organizational changes, and technological advancements are reshaping marketing strategies and performance.

Main Points

1. Customer Experience as the Brand Battlefield

• Companies are increasingly competing on the basis of customer experience.
• 68% of marketing leaders say their company is now more focused on customer experience.
• 63% of marketers say their company has become more focused on expanding marketing efforts across channels and devices in the past 12–18 months.
• Customer loyalty is directly tied to the quality of personalized experiences.
• 52% of consumers and 65% of business buyers are likely to switch brands or vendors if not personalized.

2. Challenges in Creating Connected Customer Experiences

• Marketers struggle with disparate data sources and lack of a single customer view.
• High performers are more advanced in coordinating marketing across channels.
• Only 23% of marketers are extremely satisfied with their ability to use customer data for more relevant experiences.
• Most marketers send identical messages across channels, which is inefficient and fails to meet personalization expectations.

3. Organizational Changes in Response to Customer Journey Focus

• Marketers are shifting from traditional roles to those aligned with customer journey strategies.
• 61% of marketers have become more focused on evolving from traditional structures to customer-centric roles.
• High performers are more likely to align with sales and service teams to create a unified customer experience.
• 89% of top teams align marketing roles with customer journey strategies.
• High performers are 2.2x more likely than underperformers to be satisfied with cross-channel customer engagement.

4. Marketing Technology and AI Adoption

• Marketing technology is critical for enhancing efficiency, collaboration, and personalization.
• High performers are more likely to use advanced technologies such as DMPs, CRM, and marketing analytics.
• AI is expected to be the fastest-growing marketing technology, with 53% anticipated growth in usage.
• High performers are 1.7x more likely than underperformers to believe AI will transform customer segmentation and lookalike modeling.
• 4.3x more high performers than underperformers use data management platforms (DMPs).
• 4x more high performers than underperformers use customer identity and access management (CIAM) platforms.

5. Channel Coordination and Growth

• Email is growing rapidly and is a key channel for personalization and engagement.
• Video advertising, SMS, and native advertising are also experiencing significant growth.
• High performers are 12.8x more likely than underperformers to coordinate marketing efforts across channels.
• Only 43% of high performers currently evolve messages across channels, indicating a gap between intent and execution.

Key Technologies for 1-to-1 Marketing

Conclusion

• Marketing is undergoing a significant transformation driven by the need for customer-centric strategies.
• High-performing teams are better at leveraging data, coordinating across channels, and adopting new technologies.
• Despite progress, many marketers still struggle with personalization and data integration.
• AI and other emerging technologies are expected to play a pivotal role in the future of marketing, particularly in enhancing personalization and customer insights.