2024年春季CMO调查报告（英）

ManagingMarketingTechnology,Growth,andSustainability AbouttheSurvey Clicktoedittitlestyle inordertopredictthefutureofmarkets,trackmarketingexcellence,andimprovethevalueofmarketinginorganizationsandsociety.Itisanobjectivesourceofmarketinginformationdedicatedtothefieldofmarketing. Foundedin2008,TheCMOSurveyisadministeredtwiceayear.Eacheditionincludesthreereports: •offersanaggregateviewoftheresults. •shareskeymetrics,trends,andinsightsovertime. •displaysresultsbysectors,headcount,revenue,andpercentonlinesales. TheCMOSurveyissponsoredbyDeloitteLLP,DukeUniversity’sFuquaSchoolofBusiness,andtheAmericanMarketingAssociation.Sponsorsupportincludesintellectualandfinancialresources.Surveydataandparticipantlistsareheldinstrictconfidenceandarenotprovidedtosponsorsoranyotherparties. Contents SurveyMethodandSurveySample4 Clicktoedittitlestyle MonitoringPartnersandCustomers11 MacroeconomicForecasts7 Growth23 MarketingBudgets14 UseofAIinMarketing44 ManagingMarketingTechnology29 MarketingOrganizationandJobs54 MarketingLeadership50 MarketingPerformance67 MarketingandSustainability61 TheCMOSurveyAwardforMarketingExcellence72 Clicktoedittitlestyle SurveyMethod TheCMOSurveymonitorskeymarketingindicators.Since2008,marketingspendingandperformanceindicatorshavebeenobservedtwiceayeartoofferbenchmarksandinsightstothemarketingprofession. This32ndeditioncontinuestofollowthesetrendswhilealsoexamining: •ManagingmarketingtechnologiesandgenerativeAI •Managinggrowth •Managingsustainability M=Average SD=StandardDeviation B2B=Business-to-BusinessCompanies B2C=Business-to-ConsumerCompanies •SurveywasinthefieldFebruary6-March5,2024. •2085marketingleadersatU.S.for-profitcompanies;292respondedfora14%responserate—94%ofrespondentsareVP-levelorabove. •In2023,thesurveyshiftedtoaSpringandFalladministration.Thisisreflectedincalendarlabelsusedthroughoutthisreport. Clicktoedittitlestyle Sample 14.7% B2C Services 38.0% 23.3% B2C Product B2B Pt roduc 24.0% B2B Services Tech/Software/Platform 15.9% Banking/Finance/Insurance 11.0% Retail/Wholesale 10.7% Manufacturing 9.3% ConsumerPackagedGoods 9.0% Healthcare 8.3% ProfessionalServices 7.2% Pharmaceuticals/Biotech 6.6% Communications/Media 4.8% Transportation 4.8% RealEstate 3.4% Energy 3.1% Education 2.8% Mining/Construction 1.7% ConsumerServices 1.4% •2085marketingleadersatfor-profitU.S.companies •292respondedfora14%responserate •94%ofrespondentsare VP-levelorabove Clicktoedittitlestyle Sample(continued) MacroeconomicForecasts OptimismabouttheU.S.economyremainsconsistentat67.0ona100-pointscale,following66.7inFall2023.AfterdropsinFall2022(57.2)andSpring2023(58.3)duetothedualthreatsofrecessionandinflation,thislevelcontinuestoclimbbackinlinewiththepostpandemichighof69.6(August2021). Evenwithamaintainedsenseofoptimism,inflationarypressuresarestill,onaverage,leadingtoadecreaseinmarketingspendinglevels.TheSpring2024decreaseremainsconsistentwiththesecondhalfof2023at45%,butlowerthanoneyearagowhenlevelsreached52%.AlleconomicsectorsareexperiencingspendingpressureswithB2BServices(49.3%)andB2CServices(52.6%)companiesreportingthehighestlevelsof“decreasingmarketingspendinglevels”duetoinflation. Fromanindustryperspective,ConsumerPackagedGoods(60.0%),Communications/Media(57.1%),andEnergy55.6%)reportthelargest“decreaseinmarketingspending”duetoinflationarypressures.Ontheflipside,marketingspendingatConsumerServices(66.7%),Manufacturing(55.6%),andTech/Software/Platform(43.5%)istheleastimpactedbyinflation. 7 RateyouroptimismabouttheU.S.economyonascalefrom0-100with0beingtheleastoptimisticand100beingthemostoptimistic. 80 70 EconomicSector B2BProduct 67.3 B2BServices 63.8 B2CProduct 67.2 B2CServices 71.2 Marketeroptimismremainssteadyasrecessionfearsabate 60 50 Feb-21Aug-21Feb-22Fall-22Spring-23Fall-23Spring-24 IndustrySector Mostoptimisticindustries •RealEstate(74.1) •ConsumerServices(73.3) •Manufacturing(72.4)Leastoptimisticindustries •Mining/Construction(58.8) •Transportation(59.9) •Pharma/Biotech(63.2) AreyoumoreorlessoptimisticabouttheU.S.economycomparedtolastquarter? Lessoptimistic Insights ThemajorityofmarketersremainhopefulabouttheU.S.economythisquarterwith43.7%reportingtheyfeel“moreoptimistic.”However,thisnumberisdownfrom49.0%intheFall2023survey.Thosefeeling“lessoptimistic”grewslightlyfrom22.7%to25.3%duringthistimeframe.B2Bcompaniesaremost optimisticwith47.8%ofB2BServicescompaniesand43.4%ofB2BProductcompaniesreportingtheyare“moreoptimistic.”Ontheotherhand,B2CProductcompaniesarethemostpessimisticwith 31.8%feeling“lessoptimistic”thanlast MarketersaremoreoptimisticabouttheU.S.economycomparedtolastquarter Nochange Moreoptimistic quarter.CompanieswithintheEducationindustryreportfeelingthemosthopefulwith71.4%feeling“moreoptimistic”thanlastquarter.Bycontrast,only30.0%ofProfessionalServicescompaniesarefeeling“moreoptimistic.” Arecurrentinflationarypressuresimpactingmarketingspendinglevelsinyourcompany? 60% 50% 40% 30% 20% 10% 0% Increasingmarketingspendinglevels Decreasingmarketingsp