德勤-营销转型：新兴的数字、社会和政治趋势（英文）-2021.4-85页_1mb

The CMO Survey Summary - February 2021 Edition

Core Content Overview

The February 2021 edition of The CMO Survey highlights the transformation of marketing in response to the ongoing impact of the COVID-19 pandemic, alongside emerging digital, social, and political trends. The survey, conducted from January 6-26, 2021, involved 356 top marketers from U.S. for-profit companies, representing a 12.05% response rate. The report offers insights into how marketing strategies, spending, performance, and leadership have evolved during the pandemic.

Main Points and Key Insights

Marketing Importance and Role

• 72.2% of marketers reported that the role of marketing in their companies increased in importance during the pandemic.
• The most significant increases in importance were seen in B2B Services (76.6%), B2C Product (74.0%), and B2B Product (69.0%).
• Companies with higher internet sales and larger employee bases reported stronger marketing roles.

Customer Behavior and Priorities

• Customer priorities shifted significantly during the pandemic, with product quality becoming the top concern, up by 34.8%.
• Customer experience emerged as the most important priority, with 45.8% of B2C Services marketers rating it as their top priority.
• Low price also increased in importance by 62.5%, reflecting cost-conscious behavior.
• Trust in brands remained high, with 7.9 on a 10-point scale, though it was skewed toward larger, brick-and-mortar companies.

Marketing Strategies and Effectiveness

• Digital interfaces saw a 21.0% increase in usage since June 2020.
• Acquiring new customers and improving marketing ROI were the top two objectives, with B2B companies focusing more on acquisition and B2C on ROI.
• The effectiveness of pandemic marketing strategies was rated 5.5 on a 7-point scale, with Retail/Wholesale, Professional Services/Consulting, and Pharma/Biotech reporting the highest effectiveness.
• The long-term importance of pandemic strategies was also rated highly, with Consumer Services, Education, and Retail/Wholesale showing the highest levels of perceived opportunity.

Digital, Mobile, and Social Media Marketing

• The shift toward digital marketing continued, with 73.6% of companies investing in digital interfaces.
• B2C Services and Consumer Services had the highest investment in digital interfaces.

Marketing Leadership and Social/Political Trends

• Diversity, Equity, and Inclusion (DE&I) saw an 8.8% increase in marketing spending.
• Brand and communications were the primary areas of focus for DE&I initiatives.
• 66.3% of marketers reported efforts to reduce divisive language and promote national unity.
• 49.7% of marketers now believe it is appropriate for brands to take a stance on politically-charged issues, with 92.9% of them supporting encouraging citizens to vote.

Marketing Sustainability

• Costs and COVID-19 were the top barriers to implementing sustainability initiatives.
• B2C companies cited costs as the main barrier, while B2B companies cited the pandemic.
• Companies with higher internet sales and revenue were more likely to make changes to reduce ecological impact.

Transparency and Communication

• Marketers were more transparent about data collection and data usage than environmental impact.
• Consumer Services and Retail/Wholesale were the most transparent sectors, while Communications/Media and Education showed lower transparency.

Summary of Key Trends

• Digital transformation became a central focus for marketers, with a significant increase in digital interface investments.
• Customer experience and product quality emerged as top priorities, with trust in brands remaining high but less widespread.
• Marketing leadership faced new challenges due to social and political changes, leading to increased emphasis on DE&I and political engagement.
• Sustainability efforts were impacted by cost and pandemic-related constraints, with a shift toward changing brand and products rather than marketing promotions.
• Transparency in marketing practices was higher for data-related activities compared to environmental impact.

Survey Methodology and Participants

• The survey was administered twice a year, with repeated questions to track trends and new questions to identify emerging marketing trends.
• Participants included 2955 top marketers from U.S. for-profit companies, with 94.5% at VP level or above.
• The survey included a pilot study of U.K. marketing leaders in conjunction with the London Business School.

Conclusion

The CMO Survey provides a comprehensive overview of how the marketing profession has adapted to the challenges posed by the pandemic. It highlights a growing emphasis on digital transformation, customer experience, and social responsibility, while also noting the continued importance of traditional marketing practices. The report serves as a valuable resource for understanding current marketing trends and future directions.