德勤-2019年首席营销官调查报告（英文）-2019.2-71页_4mb

The CMO Survey® Summary - February 2019

Core Content

The CMO Survey® is a biannual marketing research initiative that collects and disseminates the opinions of top marketers to predict market trends, track marketing excellence, and enhance the value of marketing. It has been in operation since 2008 and is an objective, non-commercial service.

Key Metrics and Insights

Survey Administration

• Participants: 323 marketers responded to the February 2019 survey, representing a 12.6% response rate.
• Industry Focus: The survey includes top marketers from for-profit U.S. companies, with 97% of respondents holding VP-level or higher positions.
• Methodology: The survey is administered via email with four follow-up reminders, conducted between January 8 and 29, 2019.

Marketer Optimism

• Overall Optimism: Marketer optimism about the U.S. economy dropped to its lowest level in 7 years, reversing a two-year growth trend.
• Sector Insights:
  • B2B Product: 59.5
  • B2B Services: 57.1
  • B2C Product: 52.5
  • B2C Services: 55.5
• Company Size: Medium-sized companies (100-499 million in sales) and B2B sectors showed the highest optimism.
• Internet Sales Impact: Companies with 1-10% of sales through the Internet are more optimistic than those with no online sales.

Customer Dynamics

• Customer Priorities: In 2019, customers are shifting focus from superior product quality to price and trusting relationships.
• Projected Outcomes:
  • Customer Acquisition: Expected to increase across sectors.
  • Purchase Volume: Seen as a major growth driver.
  • Cross-Selling: Also projected to rise.

Channel Partners

• Usage Increase: More companies are using channel partners to reach the market in 2019.
• Partner Metrics: Marketers expect improvements in partner purchase volume and cross-selling.
• Sector Differences:
  • B2B Product: 80.2%
  • B2B Services: 69.9%
  • B2C Product: 79.2%
  • B2C Services: 63.0%

Firm Growth Strategies

• Growth Focus: Market penetration remains the primary growth strategy, especially for B2C Services companies.
• International Sales: Western Europe is the largest international market, with China as the biggest future opportunity.
• Spending Trends:
  • Market Penetration: 55.1%
  • Product/Service Development: 21.8%
  • Market Development: 13.5%
  • Diversification: 9.6%

Marketing Spending

• Overall Growth: Marketing budgets are expected to grow, though at a slower rate than previous years.
• Sector Growth:
  • B2B Product: 7.3%
  • B2B Services: 3.2%
  • B2C Product: 1.5%
  • B2C Services: 7.6%
• Spending Priorities:
  • Brand Spending: Shows the clearest growth trajectory.
  • New Service Introduction: Also growing.
  • Marketing Capability Development: Remains a top priority for knowledge investment.
• Training and Development: Spent 3.4% of marketing budgets on average, with the highest levels in Healthcare, Professional Services/Consulting, and Education sectors.

Firm Performance

• Performance Metrics: There is a continued lift in financial and marketing performance over three years.
• Key Metrics:
  • Market Share: B2B Product and Services sectors show higher growth.
  • Sales Revenues: B2B Services and B2C Services sectors have the highest growth.
  • Profits: B2B Services and B2C Services show the highest growth.
  • Marketing ROI: B2C Services have the highest ROI growth.
• Customer Acquisition and Retention: B2C Services companies report higher growth in these areas.
• Brand Value: B2C Services show the highest brand value growth.

Social Media Marketing

• Current Spending: Social media spending as a percentage of marketing budgets dropped to 11.4% in 2019.
• Expected Growth: Social media spending is expected to increase by 73% over the next five years.
• Contribution to Performance: Social media is rated as contributing only moderate value to company performance (3.3 on a 7-point scale).
• Agency Use: Outside agencies are involved in nearly one-fourth of all social media activities, with the highest use in Consumer Packaged Goods (45.0%) and the lowest in Manufacturing (10.2%) and Education (11.7%).

Mobile Marketing

• Current Spending: Mobile marketing now accounts for 11.2% of marketing budgets, up from 3.2% in 2015.
• Expected Growth: Mobile marketing is expected to grow to 19.1% over the next five years.
• Performance Contributions: Mobile marketing contributes modestly to company performance, with B2C companies showing the highest performance (4.0) and Banking/Finance the lowest (2.1).
• Online Sales Impact: Companies with at least 10% of sales online see stronger performance from mobile.

Marketing Jobs

• Hiring Trends: Marketing hiring growth is positive but has slowed for three consecutive surveys.
• Sector Differences:
  • B2B Product: 6.5%
  • B2B Services: 6.1%
  • B2C Product: 0.5%
  • B2C Services: 4.4%
• Hiring Focus: Companies are more likely to hire full-time employees than contractors, and to hire from other industries or competitors.
• Outsourcing: B2B Product companies outsource marketing at twice the rate of other sectors.

Summary of Key Trends

• Economic Uncertainty: Marketers are more pessimistic about the U.S. economy, especially in B2C sectors.
• Customer Behavior Shift: Customers are placing greater importance on price and relationships.
• Growth Strategies: Market penetration is the dominant strategy, with B2C Services leading in this area.
• Marketing Spend: Brand and new service introduction spending show the strongest growth.
• Social Media: Spending is declining, but expected to rise significantly over the next five years.
• Mobile Marketing: Increasing in spend and expected to continue growth, particularly for B2C companies.
• Hiring: Growth is positive but slowing, with B2B companies more active in hiring.

This summary encapsulates the main findings and insights from the February 2019 CMO Survey, highlighting the evolving landscape of marketing in the U.S. and the strategic shifts among different sectors.