2022-10-29-德勤-后疫情世代营销报告_82页_1mb

Summary of the CMO Survey® Highlights and Insights Report (September 2022)

Core Content

This report, the 29th edition of The CMO Survey® by Deloitte, Duke University’s Fuqua School of Business, and the American Marketing Association, provides insights into how marketing strategies, spending, and organizational structures have evolved in the post-Covid environment. It highlights shifts in customer priorities, channel usage, and budget allocations, while also addressing the broader economic context and marketing's role in company performance.

Main Points

Economic Optimism and Inflation Impact

• Optimism for the U.S. economy has increased from the pandemic's low of 50.9 in June 2020, reaching 57.2 in September 2022, but is still below the pre-pandemic level of 66.8 in February 2022.
• Inflationary pressures have influenced marketing strategies, with 42.3% of companies reporting a reduction in marketing spending, and 16.7% reporting an increase.
• Customer priorities have shifted, with product quality now the top concern, followed by excellent service and low price. This change is attributed to inflation making consumers more price-conscious.

Channel Usage and Strategy

• Marketers are using more channels (65%) than before, with a significant increase in the use of social channels to sell (41%).
• Face-to-face channels are making a comeback, with 50% of marketers returning to or opening new in-person channels.
• B2B Product and Services sectors are most likely to reintroduce face-to-face channels, while B2C Services are more inclined to convert existing face-to-face channels into digital formats.

Marketing Budget Trends

• Marketing budgets as a percentage of company budgets have reached an all-time high of 13.8%, reflecting the growing importance of marketing in organizations.
• However, marketing budgets as a percentage of company revenues have reverted to pre-pandemic levels, with a 12.3% increase in revenues over the past year.
• Marketing spending growth has flattened at 10.4% over the last year, and is expected to trend back toward the pre-Covid level of 5.8% in the next year.

Digital and Social Marketing

• Digital marketing now accounts for 57.9% of marketing budgets, with a 15% growth in digital spend over the past year.
• Social media spending has returned to 14-15% of marketing budgets, down from a 23.2% spike in June 2020.
• Mobile marketing remains at 13.7% of marketing budgets, close to pre-pandemic levels.

Marketing Analytics and Knowledge

• Marketing analytics has seen a significant rise, now comprising 8.9% of marketing budgets, up from 6-7% over the past decade.
• Marketing analytics is now used in nearly half of all marketing decisions, up from 38% before the pandemic.
• Companies have increased investments in marketing knowledge and research, with a nearly doubling in knowledge development and a tripling in research and intelligence spending.

Workforce and Productivity

• Work from home is now common, with 57.5% of marketing teams working remotely at least some of the time.
• Marketing productivity has remained stable, with 50% of leaders reporting no change.
• Company culture is a growing concern, with over a third of leaders reporting that remote work has weakened it, and 45% noting that young marketers are less socialized within the company.

Key Information

• Marketing budgets as a percent of company budgets have increased to 13.8%, the highest in CMO Survey history.
• Marketing budgets as a percent of revenues have returned to pre-pandemic levels, showing a 12.3% revenue growth over the last year.
• Customer priorities have shifted toward product quality (30.0%), excellent service (18.5%), and low price (17.2%).
• Traditional advertising is experiencing a reversion to pre-Covid levels, with a -0.7% decrease in spending.
• Digital marketing now accounts for 57.9% of marketing budgets, with Communications/Media, Consumer Services, and Technology sectors leading in digital investment.
• Marketing analytics has become a critical tool, used in 48.6% of marketing decisions, and has contributed to improved company performance.
• Inflation has led to price increases in 64.9% of companies and value proposition strengthening in 40.0%.
• Marketing organization sizes have grown by 15.1% in the last year, with a projected 7.3% growth in the next year.

Conclusion

The post-Covid marketing landscape is marked by a reversion to pre-pandemic norms in terms of budget allocation and customer priorities, while digital transformation and channel diversification continue to shape marketing strategies. The report underscores the increased importance of marketing in organizational growth and decision-making, alongside concerns about remote work's impact on culture and socialization.