德勤-首席营销官（CMO）调查（英文）-2020.2-75页_1mb

报告摘要

CMO Survey® Highlights & Insights Report Summary

Core Content

The CMO Survey® is a non-commercial, bi-annual survey that collects and disseminates insights from top marketers to predict market trends, track marketing excellence, and enhance marketing value in firms and society. It has been in operation since August 2008 and includes data from 2631 top marketers at for-profit U.S. companies, with a 10.1% response rate (265 respondents). The survey focuses on various aspects of marketing, including firm performance, growth strategies, marketing spending, and digital initiatives.

Main Points

Marketer Optimism

Marketer optimism about the U.S. economy increased again after reaching its lowest point in the February 2019 Survey.
The smallest companies (under $25M in revenue) showed the highest optimism (65.7), while those with $100M–499M in revenue were less optimistic (58.7).
B2B and B2C Product companies are, on average, 4.7% more optimistic than B2B and B2C Services companies.
The percentage of marketers who are "less optimistic" dropped almost in half compared to one year prior.

Customer Priorities

Marketers anticipate that customers will prioritize trusting relationships over low price in the next 12 months.
There is a 40.2% increase in the expected emphasis on trusting relationships and a 21.3% decrease in the emphasis on low price since August 2019.
Marketers expect increased customer entry, acquisition, and retention across all sectors.

Firm Growth Strategies

Spending on existing markets and offerings remains the dominant growth strategy, accounting for 54% of investment.
Diversification is the least prioritized growth strategy, with a consistent trend across sectors and Internet sales levels.
Domestic marketing spending has increased by 13% since 2012, with B2B Services companies allocating the most (92.7%) to domestic markets.
Marketers expect a significant increase in Chinese marketing budgets, with B2C Product companies anticipating a sevenfold increase in the next three years.

Marketing Budget Trends

Marketing budgets are expected to grow by 7.6% in the next year, a decline from the 8.7% growth in the previous year.
Marketing budgets as a percentage of firm revenues rose to 8.6%, up 9% since 2018.
Digital marketing growth significantly outpaces traditional advertising, with consistent and strong growth in digital marketing.
Spending on customer experience has increased by 71% over the last three years, from 8.9% to 15.2%, and is expected to grow by 36% to 20.6% in the next three years.

Marketing Knowledge Investments

Developing new marketing knowledge and capabilities is the top marketing knowledge investment priority.
Services companies emphasize capability building more than product companies.
Marketing training remains a key focus, with B2B marketers spending more on training and development than B2C marketers.
The Retail industry spends the highest percentage on training and development, while Consumer Packaged Goods companies spend the least.

Firm Performance

Market share, profits, sales revenue, and marketing ROI have been trending upward since 2016.
B2B companies perform better in profits and sales revenue.
Customer retention and acquisition have seen consistent gains since February 2018.
Brand value has declined by nearly 35% since the last survey.

Marketing Evaluation Metrics

YOY (Year-over-Year) growth is the most important KPI for evaluating marketing performance across all sectors, revenue levels, and Internet sales.
ROI is most valued by Banking and Retail companies.
Traditional accounting metrics (e.g., sales, profits) are used more frequently than forward-looking metrics like customer lifetime value or net promoter score.

Social Media Marketing

Social media marketing now accounts for 13% of marketing budgets, the second-highest in survey history.
Companies with more than 10% of sales from the Internet spend more than twice as much on social media as those with no online sales.
Marketers expect social media spending to increase by 62% over five years.
Outside agencies perform nearly a quarter of all social media activities, with Consumer Services companies being the most reliant.
The number of in-house social media employees has decreased from 4.1 in 2014 to 3.1 currently.

Key Information

Response Rate: 10.1% (265 out of 2631)
Optimism Scale: 0–100 (0 = least optimistic, 100 = most optimistic)
Customer Priority Shift: Trusting relationships over low price
Growth Strategy Spending: Market penetration (54%) is the most common, while diversification (10.4%) is the least.
Marketing Budget Growth: Expected to decline to 7.6% in the next year.
Customer Experience Spending: Increased by 71% over three years, expected to grow by 36% in the next three years.
Social Media Spend: Currently at 13%, expected to rise by 62% over five years.
Outside Agencies: Account for 25.2% of social media activities for B2B Product companies and 36.2% for B2C Product companies.
Training and Development: B2B marketers spend more (5.0%) than B2C marketers (3.6%) on training and development.