2017全球营销状况报告（英文版）_50页-1mb

Summary of the "State of Marketing" Report

Core Content

This report, based on a survey of 3,500 global marketing leaders, explores how customer experience, organizational changes, and emerging technologies are reshaping the marketing landscape. It emphasizes the growing importance of personalization, data integration, and cross-functional collaboration in achieving marketing success.

Main Points and Key Insights

1. Customer Experience as the Brand Battlefield

• Customer experience (CX) is now the primary focus for marketing leaders, with 68% of them stating that companies are increasingly competing on the basis of CX.
• 63% of marketers report their companies have become more focused on expanding marketing efforts across channels and devices in the past 12–18 months.
• Marketers are under pressure to deliver consistent, personalized experiences across all customer touchpoints, as customers expect this from both consumer and business buyers.
• 52% of consumers and 65% of business buyers are likely to switch brands or vendors if communications aren't personalized.
• High-performing marketers are more likely to lead CX initiatives and coordinate efforts across channels.

2. Shifting Priorities Spark Organizational Change

• Marketing teams are evolving from traditional structures to ones aligned with customer journey strategies.
• 61% of marketers have become more focused on aligning roles with a customer journey strategy in the past 12–18 months.
• High performers are 2.2x more likely than underperformers to align marketing with sales and service teams.
• 89% of top teams are using CRM tools extensively, while 73% of marketers with a CRM system use it for a shared customer view across service and sales teams.
• Account-Based Marketing (ABM) is gaining traction in B2B, with 60% of B2B marketers focusing more on improving audience segmentation and personas.
• High-performing B2B marketers are 2.1x more likely to align with sales on goals and metrics, and 2.9x more likely to use data targeting and segmentation.

3. Marketing Tech Makes Waves

• Marketing technology is critical for enabling a connected customer experience.
• High-performing teams are 14x more likely to be heavy adopters of marketing technologies.
• The most essential tools for delivering 1-to-1 marketing are:
  • Data Management Platform (DMP) for high performers
  • Customer Relationship Management (CRM) for moderate performers
  • Data targeting and segmentation for underperformers
• CRM and marketing analytics are widely used across all performance levels, with 92% and 91% respectively expected to be used by 2019.
• AI and IoT/connected devices are expected to see the highest growth in usage over the next two years, with AI being the top technology for future growth.

4. Marketing Embraces the AI Revolution

• AI is the leading technology where marketers expect the most growth in the next two years.
• Internally, AI is seen as a way to increase operational efficiency.
• For customers, AI helps enhance personalization without overburdening teams.
• High-performing B2B marketers who use AI are 1.7x more likely to say it will have a transformational impact on customer segmentation and lookalike audience modeling.

Key Challenges

• Disparate data remains a significant challenge for marketers in creating a single customer view.
• Only 23% of marketers are extremely satisfied with their ability to use customer data for more relevant experiences.
• Static messaging across channels can lead to a perception that the company does not value individual customers.
• Budgetary constraints and outdated technologies hinder underperforming teams.

Opportunities and Trends

• Email marketing continues to grow, with 83% growth over two years.
• Combining email with other channels offers exponential benefits in terms of awareness, engagement, and acquisition.
• Channel coordination is more important than the number of channels used, with high performers being 12.8x more likely to coordinate effectively.
• Cross-departmental collaboration is crucial for a cohesive customer journey, especially with sales and service teams.
• Emerging technologies like AI, IoT, and DMP are expected to drive significant changes in marketing strategies and capabilities.

Conclusion

The report highlights the critical role of customer experience, organizational transformation, and technological innovation in modern marketing. High-performing teams are better equipped to leverage data, coordinate across channels, and adopt new technologies. However, challenges such as data integration and static messaging persist, and many marketers are still in the early stages of personalization and cross-functional alignment. The future of marketing will be shaped by AI and a deeper integration of customer data across all touchpoints.