2017_CMO调查_亮点及洞察报告（英文版）_82页_5mb

CMO Survey Summary (August 2017)

Core Content

The CMO Survey, initiated in 2008 and conducted twice a year, aims to predict market trends, track marketing excellence, and enhance the value of marketing in firms and society. It is an objective, non-commercial service that collects insights from top marketers across various industries.

Main Points

• Survey Overview

  • The August 2017 survey was the 19th administration.
  • 2628 top U.S. marketers participated, with a 13.3% response rate.
  • Most respondents were at VP-level or above (92.3%).

• Survey Methodology

  • The survey is administered via email with four follow-up reminders.
  • Two reports are available: Topline Report and Results by Firm and Industry Characteristics.

• Marketplace Dynamics

  • Marketers remain optimistic about the U.S. economy, with an average score of 65.8 on a 0-100 scale.
  • B2C Product had the highest optimism (67.8), followed by B2B Product (66.2).
  • Economic optimism decreased slightly from the previous quarter.
  • Industry-specific optimism varies: Education and Mining/Construction showed the highest levels of optimism, while Consumer Services showed the lowest.

• Customer Indicators

  • Customer outcomes are mixed, with most marketers expecting growth in new customer acquisition and purchase volume.
  • Education and Consumer Services had notable differences in expectations.
  • Marketers prioritize innovation over traditional service and relationship-building in customer strategies.

• Competitor Indicators

  • Most industries expect increased competition, particularly in the form of intense rivalry and price cutting.
  • Education and Mining/Construction reported no change or minimal competition.
  • Healthcare and Retail/Wholesale showed a significant increase in expected competitor interactions.

• Firm Growth Strategies

  • Market Penetration remains the dominant growth strategy.
  • Internet sales accounted for 11.8% of total company sales, with B2C Services leading.
  • Domestic markets continue to dominate sales, with over 80% of sales coming from within the U.S.

• Marketing Spending

  • Marketing budgets are expected to grow by 8.9% in the next 12 months.
  • B2C Product companies had the highest marketing budget growth.
  • Digital marketing dominates spending, with a growing trend across all sectors.
  • Brand building and CRM spending showed a decline in expected growth.
  • Marketing knowledge investments remain a top priority, with B2C Product and Education leading.

• Financial and Marketing Performance

  • Sales and profits showed the highest gains in the past 12 months.
  • B2C Product companies were more likely to be rated as marketing leaders.
  • Marketing ROI and customer acquisition were also positive across most sectors.

• Social Media Marketing

  • Marketers expect a 89% increase in social media spending over the next five years.
  • B2C Product companies currently allocate the highest percentage of their marketing budgets to social media (16.3%).
  • Social media spending growth has slowed compared to 5-year projections.
  • Integration of social media with overall marketing strategy remains low, with most companies rating it as not well integrated.
  • Customer information integration across channels has also declined.
  • Use of outside social media agencies has increased.
  • Marketers generally perceive limited quantitative impact from social media on company performance.

• Mobile Marketing

  • Mobile marketing is expected to grow, but specific details about the survey's findings on this topic are not fully detailed in the provided text. However, the survey includes a section on mobile marketing, indicating its importance in the marketing landscape.

Key Information

• Response Rate: 13.3% (349 out of 2628 marketers).
• Industry Variations:
  • Education had the highest optimism and expected growth in customer acquisition.
  • Consumer Services had the lowest optimism and expected growth in customer acquisition.
  • B2C Product companies had the highest marketing budget allocation and growth.
• Marketing Spend as a Percentage of Revenues:
  • Overall: 6.9%
  • B2B Product: 6.4%
  • B2B Services: 6.8%
  • B2C Product: 8.6%
  • B2C Services: 7.3%
• Marketing Budget as a Percentage of Firm Budget:
  • Overall: 11.4%
  • B2B Product: 10.4%
  • B2B Services: 12.6%
  • B2C Product: 13.4%
  • B2C Services: 9.3%

Conclusion

The CMO Survey provides valuable insights into current and future marketing trends, emphasizing the shift toward digital and mobile marketing, the importance of innovation in customer strategies, and the ongoing challenges in proving the impact of social media. Despite a generally positive outlook on the economy, marketers are cautious about the effectiveness of their strategies and the integration of digital tools within their overall marketing frameworks.