2024-02-02-德勤-2023年CMO调查报告_80页_2mb

Introduction

The CMO Survey Fall 2023 examines current trends in marketing, including AI, digital strategies, DE&I, leadership, and performance. It highlights rebounded economic optimism but lingering inflationary pressures affecting marketing investments.

AI in Marketing

Marketing leaders increasingly use AI for personalization and content creation, with benefits like improved productivity and cost savings. However, adoption is recent, and many organizations still face challenges in demonstrating ROI from AI applications.

Digital Marketing Spending and Strategies

Digital transformation progress is noted, with mobile and social media spending expected to grow but facing tracking challenges. Influencer marketing is predicted to rise, though performance remains modest.

Diversity, Equity, and Inclusion in Marketing

DE&I spending has decreased, with weaker self-reported returns. Progress in inclusive decision-making is moderate, and diversity metrics in organizations show mixed trends, with declines in certain groups.

Marketing Leadership and Organization

Leaders face pressure from CFOs to demonstrate marketing impact, and role clarity has improved. Organizations are evolving, with biases toward product-based structures, and marketing expertise skills increasingly prioritize agility and innovation.

Marketing Jobs and Performance

Job growth is moderate, with outsourcing of 20% of activities. Marketing performance is strong, driven by sales and profit increases, though slowing compared to pre-pandemic levels.

Summary Insights

Overall, marketing investments are navigating economic uncertainty and technological change, with AI and digital strategies leading innovation efforts, while DE&I lags due to slowed spending and perceived weak returns.