德勤-2019年首席营销官调查报告（英文）-2019.2-71页.pdf

Highlights & Insights ReportF E B R U A R Y 2 0 1 9Predicting the future of markets, tracking marketing excellence, and improving the value of marketing since 2008每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）© Christine Moorman2F E B R U A R Y 2 0 1 9H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SAbout The CMO SurveyTo 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-commercial service dedicated to the field of marketing. Founded in August 2008, The CMO Survey is administered twice a year via an Internet survey. Questions repeat to observe trends over timeand new questions are added to tap intomarketing trends.The February 2019 survey is the 22nd administration of The CMO Survey.Sponsors support The CMO Survey with intellectual and financial resources.Survey data and participant lists are held in confidence and not provided to survey sponsorsor any other parties.M I S S I O NA D M I N I S T R A T I O NS P O N S O R S© Christine Moorman3F E B R U A R Y 2 0 1 9H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SF E B R U A R Y 2 0 1 9Survey methodology• 2556 top marketers at for-profit U.S. companies• 323 responded for a 12.6% response rate• 97% of respondents VP-level or above• Email contact with four follow-up reminders• Survey in field from January 8-29, 2019This report shares key metrics over time. Two other reports are available at cmosurvey.org/results. • The Topline Report shows aggregate-level results• Report of Results by Firm and Industry Characteristicsoffers results by sectors, size, and Internet sales• Interpretive guide: M = Average; SD = Standard deviationB2B = Business-to-Business firmsB2C = Business-to-Consumer firmsS A M P L EA D M I N I S T R A T I O NO T H E R R E P O R T S© Christine Moorman4F E B R U A R Y 2 0 1 9H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SF E B R U A R Y 2 0 1 9Survey participants (n=323)E C O N O M I C S E C T O RS A L E S R E V E N U EI N D U S T R Y S E C T O R Industry Sector% RespondentsTechnology (Software/Biotech)14.9%Professional Services/Consulting14.6%Manufacturing11.5%Healthcare9.9%Retail/Wholesale9.9%Banking/Finance/Insurance9.3%Consumer Packaged Goods7.8%Communications/Media7.1%Consumer Services5.0%Transportation3.4%Education2.8%Mining/Construction2.5%Energy1.2%36.1%32.1%15.0%16.8%B2B - ProductB2B - ServicesB2C - ProductB2C - Services31.5%11.3%16.1%7.7%11.6%7.4%4.2%7.7%1.0%1.6%0%10% 20% 30% 40%Less than $25 million$26-99 million$100-499 million$500-999 million$1-2.5 billion$2.6-5 billion$5.1-9.9 billion$10-49 billion$50-100 billionMore than $100+ billion© Christine Moorman5F E B R U A R Y 2 0 1 9H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SF E B R U A R Y 2 0 1 9Survey topicsTopic 1:Marketplace Dynamics6Topic 2:Firm Growth Strategies13Topic 3:Marketing Spending19Topic 4:Firm Performance25Topic 5:Social Media Marketing28Topic 6:Mobile Marketing35Topic 7:Marketing Job38Topic 8:Marketing Organization43Topic 9:Marketing Leadership46Topic 10:Marketing Analytics55Topic 11:The CMO Survey Award for Marketing Excellence68© Christine Moorman6F E B R U A R Y 2 0 1 9H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SMarketplace DynamicsMarketers sour on the economy as optimism for the U.S. economy drops to its lowest level since 2011, reversing a two-year bull growth cycle. Customer dynamics are expected to change to a focus on price and relationships over superior product quality, which had been the undisputed priority over the past several survey cycles. Marketers also project the biggest gains to the following business drivers: customer acquisition, purchase volume, and cross-selling. More companies use channel partners to go-to-market in 2019. Marketers forecast strong partner metrics all around, including increases in partner purchase volume and cross-selling. © Christine Moorman7F E B R U A R Y 2 0 1 9H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SHow optimistic are you about the overall U.S. economy on a 0-100 scale with 0 bein...