Gartner-2020年首席营销官CMO支出调查年度报告（英文）-part2-2020.8-21页_687kb

Gartner® 2020 CMO Spend Survey Summary

Core Content

The Gartner 2020 CMO Spend Survey provides insights into the marketing strategies and budget allocations of CMOs across North America, the U.K., France, and Germany. The survey included 432 marketing executives from companies with annual revenues ranging from $500 million to $20 billion. The report highlights how the global pandemic impacted marketing spending and outlines key trends, recommendations, and data insights for CMOs to navigate the evolving landscape.

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Key Findings

• In-House Spending Acceleration: One-third of marketing work has shifted from external agencies to in-house teams, with CMOs expecting a slight increase in this trend over the next 12 months. However, agency spending increased year over year, suggesting that cost savings may not be as significant as anticipated.

• Martech Remains Strong: Marketing technology (martech) accounted for 26.2% of marketing budgets in 2020, despite the economic uncertainty. CMOs are still optimistic about martech investments, with 68% expecting to increase them in the next year.

• Digital Dominates Channel Mix: Digital channels (both paid and owned/earned) accounted for 81% of marketing budgets in 2020. Specifically, 22% went to digital advertising (including display, video, and paid search), and 59% to owned and earned digital channels like social media, websites, and SEO. CMOs expect 74% to increase digital advertising spend and 66% to increase paid search in 2021.

• B2C vs. B2B Confidence: B2C CMOs are more optimistic than B2B CMOs about increasing marketing spend in 2021. For example, 78% of B2C CMOs expect to increase digital advertising spend, compared to 69% of B2B CMOs.

• Budget Cuts and Challenges: 44% of CMOs reported midyear budget cuts in 2020 due to the pandemic. Additionally, 34% of senior finance leaders furloughed staff, and 65% imposed hiring freezes. These cuts may lead to long-term changes in staffing and organizational structure.

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Recommendations

1. Organizational Strategy Alignment

• Link in-house and outsourced decisions to strategic capability objectives.
• Consider cost and ROI in the short term and long-term investment in building internal capabilities.
• Avoid focusing solely on cost when evaluating the value of agencies.

2. Martech Optimization

• Create a centralized catalog of currently deployed marketing technologies to understand their impact.
• Deconstruct the martech stack by revisiting the original goals of each tool and its current value.
• Evaluate the impact of removing specific technologies on marketing processes and data sources.

3. Channel Investment and Execution

• Map channel investments to evolving customer journeys, using data and insights to test, monitor, and adjust tactics.
• Increase agility in media planning by shifting to weekly or biweekly cycles.
• Use programmatic buying to enhance flexibility in digital advertising.

4. B2B and B2C Strategies

• B2B CMOs should focus on digital-first programming such as webinars and digital selling tools to support conversions.
• B2C CMOs should prioritize transparent communication on channels that foster authentic engagement and align with consumer sentiment.

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Data Insights

• In 2020, CMOs allocated 11.0% of revenue to marketing budgets on average.
• 32% of marketing work shifted from agencies to in-house teams, with CMOs in travel and hospitality and consumer products allocating more to technology than labor.
• 58% of marketers in North America and the U.K. are underutilizing their martech stack.
• 28% of CMOs canceled media buys in response to the pandemic.
• 62% of CMOs expect total media spend to recover in 2021.

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Methodology

• Conducted online from March to May 2020.
• 432 respondents from various industries, including financial services, high tech, manufacturing, consumer products, media, retail, healthcare, and travel and hospitality.
• 84% of respondents came from organizations with $1 billion or more in annual revenue.
• The survey aims to help benchmark, allocate spend, and prioritize marketing investments.

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Disclaimer

• Results reflect the sentiment of the surveyed CMOs and do not represent global findings.
• Gartner provides research and advisory services, not legal or investment advice.

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Additional Resources

• 2020 CMO Spend Survey, Part 1: Highlights CMOs' optimism for recovery and strategic priorities.
• CMO Spend Survey 2019-2020: Shows a continued focus on digital channels and analytics, but a lack of planning for economic downturns.
• Marketing Budget Allocation by Resources: Annual CMO Spend Survey data on how budgets are divided across labor, agencies, and technology.
• Marketing Budget Allocation by Channel: Insights into how CMOs allocate budgets across different channels.
• CMOs' Top-of-Mind Concerns for 2020: Highlights the most pressing issues facing CMOs during the pandemic.

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Conclusion

The 2020 CMO Spend Survey underscores the resilience of digital marketing and martech in uncertain times. While budget cuts and staffing challenges persist, CMOs remain optimistic about the future of marketing, especially in digital advertising and customer engagement. The shift to in-house capabilities and the optimization of martech investments are critical for long-term success, but require careful planning and strategic alignment.