2024-06-11-德勤-2024年春季CMO调查报告_75页_2mb

报告摘要

Summary of The CMO Survey Report (Spring 2024)

Economic Outlook: U.S. economic optimism remains steady at 67.0 on a 100-point scale, but inflation continues to pressure marketing spending, with B2C Services and B2B Services companies reporting the highest decreases in spending due to inflation.
Marketing Budgets: Marketing spend as a percentage of company budget dropped to 10.2%, nearing pandemic lows, but increased slightly to 10.1% as a percentage of revenues. Digital marketing growth is predicted to slow from +8.9% to +8.0%, while overall marketing growth is expected to rise from +2.5% to +4.7%. Spending on brand building and CRM has significantly declined.
Growth: Markets grow at an average of 12.1% annually, with service markets growing faster than product markets. Growth is strongest in smaller companies (e.g., <50 employees) and sectors like Professional Services and Tech / Software / Platform. Companies attribute growth to strategy differentiation and execution, while slow growth stems from underfunded strategies and poor execution.
Marketing Technology (Martech): 75.3% of companies use Martech, with high adoption in larger firms and specific sectors. Spending on Martech averages 19.9% of marketing budgets and is expected to grow to 30.9% over five years. However, 56.4% of purchased tools are unused, and performance in integrating Martech and demonstrating ROI is poor. AI adoption is low at 7% of marketing activities, facing challenges like bias and hardware.
Sustainability: Sustainability-related marketing budgets increased to 1.9% of total budgets, expected to grow to 4.5% in five years. However, one-third of companies are not taking action on climate change, particularly in Education and Tech sectors.
Performance: Marketing performance shows slight improvements in customer retention and brand value, but sales growth continues to slow. Smaller companies and B2C Product firms perform better in some metrics, while traditional channels like social media spend declined.
Leadership and Organization: Marketing's valued role persists, but responsibilities like brand management decreased slightly compared to last year. Organizations focus on optimizing existing Martech and integrating tools, but growth in hiring is expected to moderate.
Award for Excellence: Apple Inc. won the overall award for marketing excellence for the sixteenth consecutive year, with industry winners included.