【电通创意】2024年首席营销官（CMO）报告_18页_1mb

2024 CMO Report Summary

Core Content Overview

The 2024 CMO Report highlights the evolving role of Chief Marketing Officers in a rapidly changing landscape, emphasizing the integration of innovation, AI, and cultural relevance into marketing strategies. CMOs are increasingly focused on creativity as a core driver of business growth and transformation, not just in communications but across all aspects of the organization, including customer experience (CX), sustainability, and innovation. The report also underscores the shift from traditional marketing models to more dynamic, community-driven, and technology-enabled approaches.

Main Themes and Key Insights

1. Innovation as a Core Business Imperative

• 79% of marketers plan to invest more than 10% of their budget in innovation, with 28% investing 21–30%.
• Innovation is no longer a niche or optional activity but a fundamental part of business strategy.
• Dentsu Lab is expanding globally to support clients in solving urgent business and societal challenges through innovation.

2. From Creativity to Foresight

• CMOs are expected to anticipate future consumer behavior and market trends, not just react to them.
• 79% of CMOs are challenged to use data and insight to predict future products and propositions.
• 77% agree that personalized marketing at scale is a challenge, and 78% believe that understanding consumer behavior is the primary role of marketing.

3. AI as a Collaborator, Not a Competitor

• CMOs are rethinking AI’s role, viewing it as a co-pilot that enhances human creativity rather than replaces it.
• 65% of CMOs now believe AI can create content that moves people, down from 75% in 2023.
• 77% are interested in AI trained on their brand’s tone and style, though 47% remain concerned about capturing brand voice.

4. The Rise of Omnipresent Creativity

• CMOs are shifting from omnichannel creativity to omnipresent creativity, where creativity is embedded across all touchpoints.
• 82% believe creativity has more potential than ever to unlock growth.
• Creativity is now seen as vital in driving CX transformation (83%) and tackling sustainability challenges (80%).

5. From Share of Voice to Share of Culture

• Brands must be part of culture to thrive in the new attention economy.
• 88% of CMOs agree that being part of culture is more important than ever.
• Marketers are investing in entertainment platforms, IP, and user-generated content to build cultural relevance.

6. From Controlling to Conducting

• Marketing is becoming a collaborative process with creators, platforms, and communities.
• 77% of CMOs believe marketing will be a partnership between brands, creators, and platforms.
• 82% of CMOs agree that working with celebrities and influencers is a powerful way to stay relevant to culture.

7. Distinctive Experiences Over Seamless Ones

• Brands must create distinctive and emotionally resonant experiences to differentiate in a saturated market.
• 79% of CMOs agree that every touchpoint should tell the brand story, from comms to commerce.
• 63% agree that live streaming and similar technologies have blurred the line between content and commerce.

8. Technology as a Creative Enabler

• CMOs are adopting social commerce, AI, live streaming, chatbots, and virtual influencers to enhance brand experiences.
• The top 5 technologies currently being used include:
  • Social Commerce (67%)
  • Chatbots for CX (61%)
  • AI (60%)
  • Live Streaming (57%)
  • Gen-AI (55%)
• The top 5 technologies being considered for future use include:
  • Web 3.0 (47%)
  • VR (44%)
  • Blockchain (43%)
  • Gaming (42%)
  • AR (42%)

9. Challenges and Opportunities

• 74% of CMOs find it challenging to connect their brand to culture.
• 73% find it difficult to tell brand stories in new ways (entertainment, experience, action).
• 60% cite the tension between partnership and control as a challenge.
• 62% believe brands have improved functional convenience but not creative expression in customer experiences.

Key Statistics and Trends

• 83% of CMOs believe powerful creative ideas can transform businesses.
• 61% believe the power of emotion to drive transformation is underestimated.
• 81% agree creativity is more important to marketing than ever.
• 75% agree that influencer marketing is vital to the modern media landscape.
• 80% agree that earned attention is increasingly important.
• 78% of consumers expect brands to anticipate their needs and offer relevant products and services.

Conclusion

The 2024 CMO Report signals a transformation in the marketing landscape, where creativity is no longer confined to traditional channels or roles. CMOs are embracing AI as a collaborator, redefining the concept of creative effectiveness to include foresight, personalization, and cultural relevance. As markets become more competitive and consumer behavior more dynamic, the ability to create distinctive, technology-enhanced brand experiences through collaboration with creators and platforms is essential for sustainable growth.