没有合适的资源?快使用搜索试试~ 我知道了~
2022年首席营销官报告(英).pdf
1.该资源内容由用户上传,如若侵权请联系客服进行举报
2.虚拟产品一经售出概不退款(资源遇到问题,请及时私信上传者)
2.虚拟产品一经售出概不退款(资源遇到问题,请及时私信上传者)
版权申诉
0 下载量 189 浏览量
2022-05-30
20:45:25
上传
评论
收藏 4.2MB PDF 举报
温馨提示
试读
93页
2022年首席营销官报告(英).pdf
资源推荐
资源详情
资源评论
The Highlights and Insights Report
February 2022
Managing Digital Marketing Returns, Privacy, and Climate Impact
February 2022
© Christine Moorman
2
This 28th Edition of The CMO Survey finds that marketing budgets as a percent of overall budgets rise to 11.7%, resetting to pre-pandemic levels, while marketing budgets
as a percent of revenues increase to 10.3%. Yearly growth in marketing spending breaks 10% for only the second time in a decade and is predicted to rise further over the
next year to 13.6%. Digital marketing spending, which currently accounts for 57.1% of marketing budgets, is expected to grow by 16.2% during the same period. Although
investments in digital marketing have increased across the board, investments in data analytics grew by nearly 40% over the last year to become the most common
investment by marketers. The largest reported digital marketing challenges are integrating customer data across all touchpoints and combining digital and offline data.
Only one third of marketers surveyed report their companies have specific goals related to climate change. Fewer than half of marketing leaders (47.4%) think their
companies are willing to make short-term financial sacrifices for climate-change. Companies are less likely than in previous years to take specific actions to reduce the
negative impact of marketing-related activities on the ecological environment. Fully 40% of companies are taking no climate-related actions. One reason for this may be that
only 34.0% of marketers believe customers/partners will reward climate action and only 24.5% report customers are willing to pay a higher price for more climate-friendly
offerings. Concern with minimizing the impact of marketing on the ecological environment has shown no increase for a decade.
Considering the management of privacy, marketers expect a large increase in first-party data usage over the next two years (75% will increase use) that far exceeds use of
second-party (46%) and third-party data (39%). In 2018, only 11.4% of marketers predicted a decrease in their use of third-party data and this increased to 17.7% likely in
the wake of Apple allowing its users to choose which apps can access their data and Google’s announcement that tracking cookies on the Chrome web browser will be
phased out by 2023. Privacy concerns have not meaningfully increased since 2018 and marketers rate their worries about privacy concerns at only at moderate level. This
may be due, in part, to the fact that nearly two-thirds of marketers believe customers will stay with current brands instead of switching to an alternative that offers more
privacy protection and that over 90% do not believe consumers read or understand privacy disclosures. Despite this fact, marketers are still taking actions to increase trust in
their brands in the face of privacy concerns, including 63% promising not to sell customer information.
All three reports contain other topics and metrics important to managing marketing. I hope these observations, insights, and benchmarks will be useful to you and your
company. Special thanks to all the marketing leaders who gave their time and good will to make these findings possible.
Christine Moorman
T. Austin Finch, Sr. Professor of Business Administration
Fuqua School of Business, Duke University
Founder and Director, The CMO Survey
®
© Christine Moorman
February 2022
3
About The CMO Survey
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
organizations and society.
The CMO Survey is an objective source of
marketing information and a non-commercial
service dedicated to the field of marketing.
Founded in August 2008, The CMO Survey is
administered twice a year. Questions repeat to
observe trends over time and new questions
are added to tap into marketing trends.
This 28th Edition of The CMO Survey includes
questions about marketing spending, managing
digital marketing returns, climate change, and
privacy.
Sponsors for the 28
th
edition include
Deloitte LLP, Duke University’s Fuqua
School of Business, the Coach K Center for
Leadership and Ethics, and the American
Marketing Association.
Sponsors support The CMO Survey with
intellectual and financial resources.
Survey data and participant lists are held in
confidence and are not provided to Survey
sponsors or any other parties.
M I S S I O N 28
th
E D I T I O N S P O N S O R S
®
© Christine Moorman
February 2022
4
Survey Methodology and Reports
• 2592 top marketers at for-profit U.S. companies
• 320 responded for a 12.3% response rate
• 96.6% of respondents VP-level or above
• Email contact with four follow-up reminders
• The survey was in field from January 11-
February 7, 2022.
• The Topline Report offers an aggregate
view of Survey results
• The Highlights and Insights Report
contains key Survey metrics, trends, and
insights
• The Firm and Industry Breakout Report
displays Survey results by sector, size, and
Internet sales
Interpretive guide:
• M = Average
• SD = Standard deviation
• B2B = Business-to-Business firms
• B2C = Business-to-Consumer firms
S A M P L E
A D M I N I S T R AT I O NS U R V E Y R E P O R T S
© Christine Moorman
February 2022
5
33.3%
37.7%
18.9%
10.1%
B2B Product B2B Services
B2C Product B2C Services
Survey Participants (n=320)
E C O N O M I C S E C TO R
I N D U S T R Y S E C TO R
Technology [Software/Platform]
23.2%
Professional Services/Consulting
10.8%
Banking/Finance/Insurance
10.8%
Consumer Packaged Goods
9.5%
Healthcare
9.2%
Manufacturing
8.3%
Retail/Wholesale
6.4%
Communications/Media
5.7%
Energy
3.2%
Transportation
2.9%
Pharmaceuticals/Biotech
2.5%
Education
2.2%
Consumer Services
2.2%
Real Estate
1.6%
Mining/Construction
1.6%
Wholesale
1.3%
剩余92页未读,继续阅读
资源评论
如此醉123
- 粉丝: 231
- 资源: 9万+
上传资源 快速赚钱
- 我的内容管理 展开
- 我的资源 快来上传第一个资源
- 我的收益 登录查看自己的收益
- 我的积分 登录查看自己的积分
- 我的C币 登录后查看C币余额
- 我的收藏
- 我的下载
- 下载帮助
安全验证
文档复制为VIP权益,开通VIP直接复制
信息提交成功