2018年CMO（首席营销官）洞察报告（英文）.pptx

1、About The CMO SurveySponsorsSponsors 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.MissionTo collect and disseminate the opinions of top marketers in order to predict

2、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.AdministrationFounded in August 2008, The CMO Survey is adminis

3、tered 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 August 2018 survey is the 21st administration of The CMO Survey.2Survey methodology3Survey sample- 2895 top marketers at U.S. for-profit companies- 324

4、 responded for a 11.2% response rate- 95.3% of respondents VP-level or aboveSurvey administration- Email contact with four follow-up reminders- Survey in field from July 17-August 7, 2018 Interpretive guide:Other CMO Survey reportsThis report shares key metrics over time. Two other reports are avail

5、able at cmosurvey.org/results.- The Topline Report:Results reported at the aggregate level- Results by Firm and Industry Characteristics: Results by sectors, size, and Internet sales- M = Average; SD = Standard deviation- B2B = Business-to-Business firms; B2C =Business-to-Consumer firmsSurvey partic

6、ipants (n=324)Industry Sector % RespondentsTechnology 17.7%Professional Services/Consulting 15.5%Manufacturing 13.4%Healthcare 10.2%Retail/Wholesale 9.0%Banking/Finance/Insurance 8.4%Communications/Media 6.8%Consumer Packaged Goods 5.3%Consumer Services 3.7%Education 3.1%Energy 2.5%Mining/Constructi

7、on 2.2%Transportation 2.2%34.4%31.6%16.1%18.0%B2B Product B2B Service B2C Product B2C ServiceIndustry sectorSales revenueEconomic sector28%415%17%8%11%7%4%7%3%2%0% 10% 20% 30% 40%More than $100+ Billion$50-100 Billion$10-49 Billion$5.1-9.9 Billion$2.6-5 Billion$1-2.5 Billion$500-999 Million$100-499

8、Million$26-99 Million Less than $25 MillionSurvey topics5Topic 1: Marketplace Dynamics. 6-10Topic 2: Firm Growth Strategies. 11-16Topic 3: Marketing Spending. 17-29Topic 4: Financial and Marketing Performance. 30-35Topic 5: Social Media Marketing 36-43Topic 6: Mobile Marketing. 44-46Topic 7: Marketi

9、ng Jobs. 47-51Topic 8: Marketing Organization 52-55Topic 9: Marketing Leadership. 56-65Topic 10: Marketing Analytics. 65-72Marketer optimism in the overall economy dipped slightly. The same holds true when comparing to the previous quarter.Superior product quality and customer service remain the top

10、 two overall customer priorities. In general, product company customers prioritize quality and innovation while service company customers prioritize trusting relationships.Executive SummaryMarketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics56.5757.855.6

11、63.352.263.458.462.765.7 66.1 66.469.9 69.764.4 63.7 63.2 65.868.966.847.74050607080Feb- Aug- Feb- 09 09 10Aug- Feb-10 11Aug- Feb-11 12Aug- Feb-12 13Aug- Feb- Aug- Feb- Aug- Feb- Aug- Feb- Aug- Feb- Aug- 13 14 14 15 15 16 16 17 17 18 18Marketer optimism dipsB2B Product 65.7B2B Services 65.4B2C Produ

12、ct 68.4B2C Services 69.3Economic sectorHow optimistic are you about the overall U.S. economy on a 0-100 scale with 0 being least optimistic and 100 most optimistic?Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership AnalyticsMore optimistic 37.4%Less optimistic 3

13、0.0%No change 32.6%30.6%34.9%42.5%34.7%37.4%34.9%38.5%26.6%51.2%44.2%37.1%34.5%26.6%30.9%21.1%11.8%32.6%30.0%0%20%40%60%Feb-16 Aug-16 Feb-17 Aug-17 Feb-18 Aug-18More optimistic No change Less optimisticOptimism in the U.S. economy compared to the last quarter highly variableAre you more or less opti

14、mistic about the overall U.S. economy compared to last quarter?8Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership AnalyticsMarketer economic outlook varies by industryAre you more or less optimistic about the overall U.S. economy compared to last quarter?Top 3

15、industry sectorsEnergyMiningHealthcareTop 3 industry sectorsTransportationManufacturingService Consulting/Consumer ServicesTop 3 industry sectorsBankingConsumer Packaged GoodsEducationMore optimistic 37.4%9Less optimistic 30.0%No change 32.6%Marketplace Growth Spending Performance Social Media Mobil

16、e Jobs Organization Leadership Analytics27%22%19%15%17%33%23%15% 15% 14%10%5%0%15%20%25%30%35%40%Superior product quality Excellent service Trusting relationship Superior innovation Low priceAugust 2017 August 2018Customer priorities expected to shift toward product quality and away from price and t

17、rusting relationshipRank your customers top priorities in next 12 months(1,2,3, where 1 = most important; % ranking 1 reported)Customer priority10B2BProductB2BServicesB2CProductB2CServicesSuperior product quality 35.6% 27.4% 35.4% 33.3%Excellent service 20.8% 29.5% 18.8% 19.6%Trusting relationship 7

18、.9% 20.0% 6.3% 27.5%Superior innovation 22.8% 8.4% 20.8% 5.9%Low price 12.9% 14.7% 18.8% 13.7%Spending on existing markets and offerings continues to dominate growth spending. There is a shift away from market development and toward product/service development.Having the right talent continues to be a key pillar for driving future organic growth.Internet sales remain modest across sectors, driven by a need for greater human interaction and new business models to move online.Executive Summary