杜克大學：2018年CMO（首席營銷官）洞察(95頁).pdf

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1、 About The CMO Survey 2 Mission - To collect and disseminate the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and society. - The survey is an objective source of information about marketing and a non-comm

2、ercial service dedicated to the field of marketing. Survey operation - Founded in August 2008, The CMO Survey is administered twice a year via an Internet survey. Questions repeat to observe trends over time and new questions are added to tap into marketing trends - The February 2018 survey is the 2

3、0th administration of The CMO Survey. Sponsoring organizations - Sponsors support The CMO Survey with intellectual and financial resources. - Survey data and participant lists are held in confidence and not provided to survey sponsors or any other parties. Survey Methodology 3 Survey sample - 2796 t

4、op U.S. marketers at for-profit companies - 362 responded for a 12.95% response rate Survey administration - Email contact with four follow-up reminders - Survey in field from January 9-30, 2018 - 98.3% of respondents VP-level or above Results interpretation - M = sample average; SD = sample standar

5、d deviation - B2B = Business-to-Business firms; B2C = Business-to-Consumer firms Two other reports are available at cmosurvey.org/results - The Topline Report: Results reported at the aggregate level - Results by Firm and Industry Characteristics: Results reported within sectors, size, and Internet

6、sales Survey Topics 4 Topic 1:Marketplace Dynamics.5-15 Topic 2:Firm Growth Strategies.16-24 Topic 3:Marketing Spending.25-39 Topic 4:Financial and Marketing Performance.40-43 Topic 5:Social Media Marketing.44-57 Topic 6:Mobile Marketing.58-63 Topic 7:Marketing Jobs.64-70 Topic 8:Marketing Organizat

7、ion.71-73 Topic 9:Marketing Leadership.74-78 Topic 10:Marketing Analytics.79-91 Topic 11:The CMO Survey Award for Marketing Excellence. 92-94 Topic 1: Marketplace Dynamics MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Marketer outlook on the U.S. economy r

8、emains positive 6 47.7 56.5 57.8 55.6 63.3 52.2 63.4 58.4 62.7 65.7 66.1 66.4 69.9 69.7 64.4 63.7 63.2 65.8 68.9 40 50 60 70 80 Feb 09 Aug 09 Feb 10 Aug 10 Feb 11 Aug 11 Feb 12 Aug 12 Feb 13 Aug 13 Feb 14 Aug 14 Feb 15 Aug 15 Feb 16 Aug 16 Feb 17 Aug 17 Feb 18 Figure 1.1. How optimistic are you abou

9、t the overall U.S. economy on a 0-100 scale with 0 being least optimistic and 100 most optimistic? B2B Product68.1 B2B Services68.4 B2C Product68.5 B2C Services72.6 MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Marketer economic optimism accelerates over t

10、he last quarter 7 Figure 1.2. Are you more or less optimistic about the overall U.S. economy compared to last quarter? 30.6% 34.9% 42.5% 34.7% 51.2% 0% 20% 40% 60% 80% 100% Feb-16Aug-16Feb-17Aug-17Feb-18 More Optimistic More Optimistic 51.2% Less Optimistic 11.8% No Change 37.1% MarketplaceGrowthSpe

11、ndingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Marketer economic outlook varies by industry 8 Figure 1.3. Are you more or less optimistic about the overall U.S. economy compared to last quarter? More Optimistic 51.2% Less Optimistic 11.8% No Change 37.1% Top 3 Industry Sectors

12、 Transportation Consumer Services Banking/Finance/Insurance Top 3 Industry Sectors Energy Communications/Media Tech/Software/Biotech Top 3 Industry Sectors Mining/Construction Education Healthcare MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Customer outc

13、omes generally expected to improve; price shows largest increase 9 Figure 1.4. Forecasted customer outcomes in next 12 months (% of respondents) 71% 69% 66% 50% 46% 31% 73% 70% 63% 53% 48% 37% 0% 20% 40% 60% 80% 100% Increased acquisition of new customers Increased customer purchase volume Increased

14、 purchase of related products and services Increased customer retention Increased entry of new customers into the market Increased customer price per unit August 2017February 2018 MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Customer outcomes generally ex

15、pected to improve 10 Table 1.1.Forecasted customer outcomes by industry Industry Acquisition of new customers Customer purchase volume Purchase of related products & services Customer retention Entry of new customers into market Price per unit Overall72.6%70.4%63.4%52.7%47.5%37.1% Banking/Finance/In

16、surance68.8%71.0%71.9%50.0%53.1%40.6% Communications/Media71.4%47.6%76.2%42.9%57.1%23.8% Consumer Packaged Goods80.0%76.0%68.0%40.0%56.0%40.0% Consumer Services63.6%81.8%45.5%45.5%54.5%36.4% Education83.3%66.7%66.7%83.3%66.7%16.7% Energy80.0%60.0%40.0%60.0%80.0%40.0% Healthcare78.6%75.0%60.7%60.7%39

17、.3%39.3% Manufacturing69.0%69.8%45.2%51.2%23.8%44.2% Mining/Construction50.0%100.0%0.0%50.0%50.0%50.0% Service Consulting64.9%66.7%61.4%49.1%43.9%26.3% Retail/Wholesale73.1%69.2%57.7%46.2%42.3%50.0% Tech/Software/Biotech79.5%79.5%81.8%68.2%61.4%40.9% Transportation92.3%69.2%76.9%53.8%53.8%30.8% Mark

18、etplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics 11 Customer priorities expected to shift to service Figure 1.5. Customers top priority in next 12 months (% of respondents) 25% 24% 24% 16% 12% 27% 22% 19% 17% 15% 25% 28% 19% 16% 12% 0% 5% 10% 15% 20% 25% 30% Supe

19、rior product qualityExcellent serviceTrusting relationshipLow priceSuperior innovation February 2017August 2017February 2018 MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics 12 Sector differences in customer priorities Table 1.2. Customers top priority in nex

20、t 12 months (% of respondents) Customer Priority Overall Average B2B Product B2B Services B2C Product B2C Services Excellent Service27.5%26.2%31.0%12.5%40.4% Superior Product Quality 25.2%31.1%21.0%30.4%14.9% Trusting Relationship19.0%14.6%22.0%16.1%25.5% Low Price16.0%15.5%13.0%23.2%14.9% Superior

21、Innovation12.4%12.6%13.0%17.9%4.3% MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Fewer companies using channel partners to go to market 13 Figure 1.6. Percent of companies using channel partners to reach market (% of respondents)* * Question asked irregula

22、rly. Full time series available shown. B2B Product59.7% B2B Services44.5% B2C Product69.6% B2C Services43.6% 70.7% 55.5% 54.1% 0% 20% 40% 60% 80% 100% February 2013February 2017February 2018 MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Channel partner pur

23、chase volume expected to improve in next year 14 Figure 1.7. Forecasted channel partner outcomes in next 12 months (% of respondents)* * Question asked irregularly. Full time series available shown. 64% 44% 23% 22% 67% 50% 26% 31% 70% 50% 23% 32% 0% 20% 40% 60% 80% 100% Increased partner purchase vo

24、lume Increased partner purchase of related products and services Increased partner power in relationship Increased partner price per unit August 2013February 2017February 2018 MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Most channel partner indicators fo

25、recasted to improve 15 Table 1.3.Forecasted channel partner outcomes in next 12 months (% of respondents)* * Question asked irregularly. Full time series available shown. Partner Outcome Overall Average B2B Product B2B Services B2C Product B2C Services Increased partner purchase volume 70.1%80.7%64.

26、9%57.1%72.2% Increased partner purchase of related products and services 50.3%64.3%37.8%48.6%35.3% Increased partner price per unit 32.0%40.4%27.0%25.7%27.8% Increased partner power in relationship 23.3%14.0%25.0%34.3%27.8% MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeader

27、shipAnalytics Existing markets and offerings continue to dominate growth spending 17 Existing Products/ Services New Products/ Services Existing Markets Market Penetration Strategy Product/Service Development Strategy New Markets Market Development Strategy Diversification Strategy * % of spending f

28、or each growth strategy Growth StrategyAug-2017Feb-2018 Market Penetration Strategy 53.2%52.3% Product/Service Development Strategy 22.3%22.6% Market Development Strategy 15.0%14.5% Diversification Strategy 9.5%10.6% Spending on growth in past 12 months* Types of growth strategies Table 2.1.Investme

29、nt in varying types of growth MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Existing markets and offerings continue to dominate growth spending 18 * % of spending for each growth strategy Growth StrategyFeb-2018 B2B Product B2B Services B2B Product B2B Ser

30、vices Market Penetration Strategy 52.3%48.6%48.1%63.6%54.8% Product/Service Development Strategy 22.6%25.1%23.3%20.7%17.1% Market Development Strategy 14.5%15.3%17.6%10.4%11.7% Diversification Strategy 10.6%11.0%11.0%5.3%16.5% Table 2.2.Spending on growth in past 12 months by sector* MarketplaceGrow

31、thSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Having the right talent is most important for driving future organic growth 19 9.8% 11.0% 20.8% 23.1% 35.3% 0% 10% 20% 30% 40% 50% Having the right data Having the right technologyHaving all stakeholders aligned Having the ri

32、ght operating model Having the right talent Figure 2.1. What is most important for driving future organic growth in your organization? MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Company sales through Internet remain modest at 12.8% 20 B2B Product8.1% B2

33、B Services11.8% B2C Product17.8% B2C Services18.6% 9.2%8.9% 9.9% 11.3% 12.4% 10.3% 11.3% 10.3% 11.8%11.8% 12.8% 0% 25% 50% 75% 100% Feb-12Aug-13Feb-14Aug-14Feb-15Aug-15Feb-16Aug-16Feb-17Aug-17Feb-18 Figure 2.2. Percent of company sales through the Internet MarketplaceGrowthSpendingPerformanceSocial

34、MediaMobileJobsOrganizationLeadershipAnalytics Education and consumer services lead Internet sales 21 13.9% 16.1% 15.0% 22.2% 36.2% 2.1% 7.1% 5.3% 3.3% 12.2% 15.7% 15.3% 16.8% 0% 10% 20% 30% 40% 50% Figure 2.3. Percent of company sales from the Internet by industry MarketplaceGrowthSpendingPerforman

35、ceSocial MediaMobileJobsOrganizationLeadershipAnalytics Marketing budget spent on domestic markets remain dominant 22 77.6% 79.4% 77.5% 79.4% 85.4% 81.0% 83.0% 81.2% 84.4% 80.5% 85.0% 50% 60% 70% 80% 90% 100% Feb-12Aug-13Feb-14Aug-14Feb-15Aug-15Feb-16Aug-16Feb-17Aug-17Feb-18 Figure 2.4. Percent of m

36、arketing budget spent on domestic markets B2B Product83.4% B2B Services85.2% B2C Product81.8% B2C Services92.5% MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Western Europe leads sales for current international markets 23 Western Europe: 42.2% Canada: 16.7

37、% China: 15.6% Japan: 1.1% Mexico: 4.4% Northern Europe: 4.4% Brazil: 1.1% Australia & New Zealand: 1.1% Central America: 1.1% Indonesia & SE Asia: 3.3% Eastern Europe: 4.4% Korea: 1.1% *South American Countries excludes Brazil South American Countries*: 3.3% Figure 2.5. Which international market i

38、s currently your largest (in terms of sales)? MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics China and Western Europe present largest future growth opportunities 24 Western Europe: 11.7% Canada: 4.9% China: 17.5% Japan: 1.0% Mexico: 1.0% Northern Europe: 11

39、.7% Middle East: 4.9% Brazil: 9.7% Australia & New Zealand: 3.9% Central America: 1.9% Indonesia & SE Asia: 5.8% Eastern Europe: 2.9% South American Countries*: 6.8% South Africa: 3.9% India: 8.7% Russia: 1.9% *South American Countries excludes Brazil Figure 2.6. Which international market that you

40、are currently not in is your biggest opportunity for the future? Korea: 1.9% MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Marketing budgets expected to grow 26 7.1% 8.9% 0% 2% 4% 6% 8% 10% 12% Actual change in marketing budget in prior 12 months Expected

41、change in marketing budget in next 12 months Figure 3.1. Percent change in marketing budgets Prior 12 monthsNext 12 months B2B Product6.2%9.3% B2B Services7.2%8.5% B2C Product6.5%9.0% B2C Services9.9%8.9% MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Marke

42、ting budget growth over time 27 0.5% 1.1% 5.9% 9.2% 6.7% 9.1% 8.1% 6.4% 6.1% 4.3% 6.7% 5.1% 8.7% 5.5% 6.9% 7.2% 10.9% 8.9% 8.9% 0% 2% 4% 6% 8% 10% 12% Feb 09 Aug 09 Feb 10 Aug 10 Feb 11 Aug 11 Feb 12 Aug 12 Feb 13 Aug 13 Feb 14 Aug 14 Feb 15 Aug 15 Feb 16 Aug 16 Feb 17 Aug 17 Feb 18 Figure 3.2. Expe

43、cted percent change in marketing budgets in next 12 months MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Most industries expect growth in marketing budgets 28 8.1% 12.6% 5.1% 10.9% 2.5% 21.4% 13.0% 4.3% -2.5% 9.0% 7.2% 12.4% 5.6% -5% 0% 5% 10% 15% 20% 25%

44、Figure 3.3. Expected percent change in marketing budgets in next 12 months by industry MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Growth in digital marketing spend greatly outpaces traditional advertising 2929 *Refers to media advertising not using the

45、Internet. 1.3% -0.8% -1.9% -2.7% -2.1% -0.1% -3.6% -1.1% -2.1% -3.2% -1.3% 0.6% -2.0% -1.7% 11.2% 12.8% 11.5% 10.2%10.1% 8.2% 10.8% 14.7% 12.2% 13.2% 9.9% 14.6% 13.0% 15.1% -5% 0% 5% 10% 15% 20% Aug-11Feb-12Aug-12Feb-13Aug-13Feb-14Aug-14Feb-15Aug-15Feb-16Aug-16Feb-17Aug-17Feb-18 Traditional Advertis

46、ing SpendDigital Marketing Spend Figure 3.4. Percent change in traditional advertising* vs. digital marketing spend in next 12 months MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Digital marketing dominates marketing spend across all economic sectors 30 *

47、Refers to media advertising not using the Internet. 15.1% 12.5% 17.9% 18.2% -1.0% -2.0% -2.9% -1.2% -5% 0% 5% 10% 15% 20% B2B ProductB2B ServicesB2C ProductB2C Services Digital marketing spendingTraditional advertising spending Figure 3.5. Percent change in traditional advertising* vs. digital marke

48、ting spend in next 12 months by sector MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Brand building and CRM spending expected to grow in next year 31 7.9% 7.5% 8.0% 7.1% 7.4% 7.9% 6.9% 7.5% 4.3% 5.6% 5.4% 5.0% 6.3% 9.7% 6.8% 8.4% 0% 5% 10% 15% 20% Aug-14Fe

49、b-15Aug-15Feb-16Aug-16Feb-17Aug-17Feb-18 Customer Relationship ManagementBrand Building Figure 3.6. Percent change in CRM and brand spending expected in next 12 months MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics Marketing budgets represent 11.1% of firm budgets 32 *Question asked in Feb-11 for the first time. 8.1% 10.0% 10.4% 11.4% 10.6% 9.4% 10.9%10.9% 10.1% 11.4% 12.1% 11.3% 11.1% 11.4% 11.1% 0% 4% 8% 12% 16% 20% Feb-11Aug-11Feb-12Aug-12