德勤-2017年首席营销官CMO调查报告-2017.8-82页-5mb

The CMO Survey Summary - August 2017

Core Content

The CMO Survey, conducted since 2008, aims to predict market trends, track marketing excellence, and enhance marketing value in firms and society. It is an objective, non-commercial survey that collects opinions from top marketers. The August 2017 survey was the 19th administration, with a 13.3% response rate from 2628 top U.S. marketers at for-profit companies.

Main Points

Survey Overview

• Mission: To provide insights into marketing trends and performance.
• Operation: Conducted twice a year via an Internet survey, with repeated questions to track trends.
• Response Rate: 13.3% (349 responses out of 2628).
• Respondent Level: 92.3% were at VP level or above.
• Sponsors: Data and participant lists are kept confidential and not shared with sponsors.

Survey Methodology

• Sample: 2628 U.S. marketers.
• Topics Covered:
  1. Marketplace Dynamics
  2. Firm Growth Strategies
  3. Marketing Spending
  4. Financial and Marketing Performance
  5. Social Media Marketing
  6. Mobile Marketing
  7. Marketing Jobs
  8. Marketing Organization
  9. Marketing Leadership
  10. Marketing Analytics

Key Findings

Marketplace Dynamics

• Economic Outlook: Marketers remained optimistic about the U.S. economy, with an overall optimism score of 65.8 on a 0-100 scale.
• Industry-Specific Optimism:
  • Banking/Finance/Insurance: 34.7% more optimistic, 21.2% less optimistic, 44.2% no change.
  • Education: 66.7% more optimistic, 0% less optimistic, 33.3% no change.
  • Healthcare: 28.6% more optimistic, 8.6% less optimistic, 62.8% no change.
• Customer Indicators: Mixed outlook on customer outcomes over the next 12 months, with expectations for new customer acquisition and purchase volume.
• Competitor Indicators: Positive outlook for existing market players, with intense rivalry and innovation expected across most industries.

Firm Growth Strategies

• Growth Spending: Existing markets and offerings dominated growth strategies, with a focus on market penetration.
• Internet Sales: Only 11.8% of company sales were through the Internet, with Education and Consumer Services leading in this area.
• Domestic Sales: 80.5% of sales were from domestic markets.
• Growth Strategy Spending:
  • Market Penetration Strategy: Increased from 51.1% to 53.2%.
  • Product/Service Development Strategy: Decreased from 24.2% to 22.3%.
  • Market Development Strategy: Remained at 15.0%.
  • Diversification Strategy: Remained at 9.5%.

Marketing Spending

• Budget Changes: Marketing budgets are expected to grow in all industries, with an average increase of 8.9% over the next 12 months.
• Marketing Spend as % of Revenues: 6.9% overall, with B2C Product at 8.6% and B2C Services at 7.3%.
• Marketing Spend as % of Firm Budgets: 11.4% overall, with B2B Services at 12.6% and B2C Product at 13.4%.
• Knowledge Investments: Development of marketing knowledge and training are key priorities, with B2C Product companies showing higher investment in knowledge development.

Financial and Marketing Performance

• Performance Metrics: Sales and profits showed the biggest gains, with an average increase of 4.2% and 3.7% respectively.
• Marketing ROI: Increased by 2.8% on average.
• Customer Metrics: Customer acquisition and retention saw modest gains, with B2C Product companies leading in brand value growth.
• Marketing Leadership: B2C Product companies were more likely to be rated as marketing leaders.

Social Media Marketing

• Spending Trends: Marketers expected to increase social media spending by 89% over the next five years.
• Current Spending: B2C Product companies had the highest current social media spending at 16.3%, followed by B2C Services at 11.1%.
• Future Spending: Expected to increase to 22.8% for B2C Product and 15.4% for B2C Services within the next 12 months.
• Integration: Social media integration with marketing strategy and customer information across channels showed no significant progress.
• Outside Agencies: Use of outside social media agencies rebounded, with 4.0% of B2C Product companies relying on them for social media activities.
• Impact Measurement: The impact of social media on business outcomes remains challenging to prove.

Conclusion

The CMO Survey provides valuable insights into the current and future state of marketing practices across various industries. Marketers remain optimistic about the economy, with a focus on growth through existing markets and products. While marketing budgets are expected to grow, there is a shift toward digital marketing and knowledge development. Social media spending is projected to increase significantly, but integration and measurable impact remain ongoing challenges.