2017全球营销状况报告（英文版）_48页_1mb

Summary of the "State of Marketing" Report

Core Content

This report provides insights and trends from 3,500 global marketing leaders, highlighting the evolving landscape of marketing in the context of customer experience, organizational change, and the adoption of new technologies. It emphasizes the importance of personalization, cross-channel coordination, and the integration of AI and marketing technology to enhance customer engagement and business outcomes.

Main Points

1. Customer Experience as the Brand Battlefield

• Companies are increasingly competing on the basis of customer experience, with 68% of marketing leaders stating that their organization is now more focused on this.
• High-performing marketers are more likely to lead customer experience initiatives across the business, with 89% of top teams doing so.
• Customers expect consistent and personalized experiences across all channels, and 65% of business buyers and 52% of consumers are likely to switch brands or vendors if personalization is not achieved.
• Email remains a critical channel, with 83% growth over two years, and is used to reinforce customer engagement and awareness.

2. Shift in Marketing Priorities and Organizational Changes

• Over 61% of marketers have shifted their focus toward evolving from traditional marketing roles to ones aligned with customer journey strategies.
• High-performing teams are more likely to align with sales and service teams, with 89% of top teams adopting such alignment.
• Marketing teams that align with sales are 2.1x more likely to provide quality leads and 2.2x more likely to receive insights that shape marketing efforts.
• Account-based marketing (ABM) is gaining traction in B2B marketing, with high-performing B2B marketers 2.1x more likely to align with sales on goals and metrics.

3. Marketing Technology and Its Impact

• Marketing technology is a key enabler in delivering connected customer experiences, with high-performing teams being 4.3x more likely to use data management platforms (DMP) and 4x more likely to use customer identity and access management (CIAM) platforms.
• High performers use an average of 15 out of 17 marketing technologies, compared to 8 for underperformers, indicating a 14x difference in tech adoption.
• Technologies such as CRM systems and marketing analytics are widely used, with 92% and 91% of marketers planning to use them by 2019, respectively.
• DMP is identified as the most essential tool for 1-to-1 marketing, while underperformers rely more on data targeting and segmentation.

4. Marketing Embraces the AI Revolution

• AI is the leading technology expected to drive the most growth over the next two years, with 53% of marketers anticipating increased use.
• High-performing marketers are more likely to use AI, with 72% already doing so, and 2.2x more likely to leverage it for purpose-driven marketing.
• AI is expected to transform customer segmentation and lookalike audience modeling, with high performers 1.7x more likely to see its impact.
• AI is also used for predictive lead scoring and product recommendations, which have been part of marketing strategies for years.

Key Information

• Customer Experience (CX) is now the central focus of marketing strategies, with high performers leading the charge.
• Data challenges remain a significant barrier, especially for underperforming teams, who struggle with budget constraints and outdated technologies.
• Channel coordination is critical, with high performers 12.8x more likely to coordinate messages across channels.
• Organizational changes are necessary to support CX, with CRM systems and collaboration between departments being key enablers.
• AI and emerging technologies are expected to play a pivotal role in the future of marketing, particularly in personalization and efficiency.

Trends and Insights

• Email marketing continues to grow and remains a core channel for personalization and engagement.
• Purpose-driven marketing is becoming more prevalent, with 60% of marketing leaders focusing on it in the last 18 months.
• Data management platforms (DMP) and customer identity and access management (CIAM) are seen as essential for delivering personalized experiences.
• Collaboration between marketing, sales, and service teams is crucial for a cohesive customer journey.
• AI adoption is accelerating, with high performers leading the way in leveraging its capabilities for efficiency and personalization.

Conclusion

The "State of Marketing" report underscores the transformative role of customer experience in modern marketing. It highlights the challenges marketers face in coordinating across channels and managing data effectively, while also showcasing the potential of emerging technologies and AI to drive better engagement and business results. High-performing teams are better equipped to adapt and lead in this evolving landscape.