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报告摘要

The CMO Survey Summary - August 2021

Core Content

The 27th edition of The CMO Survey, conducted in August 2021, highlights the evolving role of marketing leaders in the context of the ongoing impact of the COVID-19 pandemic. The survey reveals key trends in marketing spending, digital transformation, and the challenges of proving marketing impact.

Main Points

Marketing Spending and Growth

Overall marketing spending increased by 5.2% in the last year and is expected to grow by 13.4% in the next year.
Digital marketing spending reached 58% of marketing budgets, showing 15.8% growth over the last year, with an expected 14.7% growth in the next year.
New product innovation, brand building, and customer relationship management are expected to grow at slower rates compared to digital marketing.
Traditional advertising spending increased for the first time in a decade, with an expected growth of 1.4%.
Marketing expenses as a percent of company revenue declined for the first time since 2017, while the percent of company budget increased.

Pressure to Prove Impact

58.7% of marketing leaders reported increased pressure from CEOs to prove the impact of marketing.
45.1% of marketing leaders reported increased pressure from CFOs.
32.1% of marketing leaders reported increased pressure from the Board.
Most marketers are able to show short-term impact using quantitative tools, but long-term impact remains a qualitative assessment.

Budget Setting Approaches

41.1% of companies set marketing budgets based on previous year's expenses and adjust as needed.
27.9% of companies build budgets from scratch every year based on new needs and objectives.
10.0% of companies revisit budgets monthly or quarterly depending on needs.
21.1% of companies set budgets as a percentage of projected revenue.

Digital Marketing Transformation

73% of companies have marketing leaders driving digital transformations.
Companies with >10% Internet sales are 2.5 times more likely to have an established digital marketing transformation.
Digital marketing is now a core part of the transformation journey, with companies moving from nascent (31.1% a year ago) to emerging, integrated, or institutionalized phases.
Investment areas include website optimization, digital media and search, data analytics, and direct digital marketing.
Online experimentation and A/B testing and app improvement remain under-invested at 46.0% and 18.4%, respectively.

Marketing Metrics and Performance

Short-term impact is primarily measured using quantitative metrics, while long-term impact is more qualitative.
66% of companies with >10% Internet sales rely heavily on quantitative proof for short-term impact.
Consumer Packaged Goods and Healthcare report the highest long-term quantitative impact.
Artificial Intelligence (AI) and Machine Learning (ML) use in marketing is still fledgling at 11.8%, but is expected to triple to 37.7% over the next three years.

Industry and Sector Breakouts

Technology (Software/Platform), Professional Services/Consulting, and Manufacturing are the top sectors for optimism.
Pharma/Biotech, Energy, and Mining/Construction are the least optimistic sectors.
B2C Services show the highest digital marketing expertise (6.8), while Real Estate (3.5) and Pharma/Biotech (3.7) report the lowest.
Consumer Packaged Goods, Consumer Services, and Banking/Finance/Insurance are the top spenders in the next year, while Retail/Wholesale, Transportation, and Education are the smallest.

Marketing Leadership and DE&I

Marketing leaders are expected to take on more strategic roles, including leading digital transformations, assisting in board meetings, and strategic marketing activities.
Diversity, Equity, and Inclusion (DE&I) is a growing concern, with insights documented on marketing strategies related to these issues.

Key Insights

Digital marketing is now a major focus, with 73% of companies led by marketing leaders in their transformation.
Company size and Internet sales are strong indicators of digital transformation progress.
Marketing expertise is higher in B2C Services and Consumer Services.
Marketing budgets are increasing, but as a percent of revenue, they are declining, showing higher revenue growth.
Pressure to prove marketing impact is rising, especially from CEOs and CFOs.
Short-term impact is quantitative, while long-term impact is qualitative.
AI and ML are expected to play a larger role in marketing over the next few years.