the cmo survey: understanding marketing today and tomorrow
TRANSCRIPT
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1 Source: The CMO Survey, February 20162 Number estimated using survey responses for spending in next 12 months and next 5 years, assuming linear growth in spend
of respondents believe their companies are very effective in integrating customer information across purchasing, communication, and social media channels
Less than 50% of companies use analytics for decision making in customer insight, acquisition, and retention
is the average rating for how effectively firms link social media to their marketing strategies4.1 out of 7
Marketers will need to think strategically and holistically to make a true impact with their marketing investments.
13%
19.9%22.5%
14.3%
9.1%
3.5%
17.7%
not at all effective very effective
MOBILE MARKETING
2.4 out of 7
MARKETING ANALYTICS
3.8 out of 7
SOCIAL MEDIA
3.1 out of 7
Average rating of degree of contribution to company performance
How effectively companies integrate customer information
<4%of companies have yet to prove the short-term quantitative impact of marketing63%
Good qualitativesense of the impact,
not quantitative
Haven’t been able to show the impact yet
46% 17%
TODAY’S EFFORTS ARE FALLING SHORT
MARKETING ANALYTICS
6.7%11.1%
SOCIAL MEDIA
10.6%
17.1%2MOBILE MARKETING
5.9%
14.6%
Current In three years
Percent of marketing budget
Current In three years
Percent of marketing budget
Current In three years
Percent of marketing budget
SOCIAL, MOBILE, AND ANALYTICS BUDGETS ARE ON THE RISE
Respondents indicatethat marketing expenses account for
of their firms’ overall budgets, which is the highest percentage since the survey question was first asked in 2011
12.1%11.4%
10.1%10.9%10.9%
9.4%
10.6%11.4%
10.4%10%
8.1%
FEB
12%Percent change in plannedspending over the next 12 months
overall marketing spend6.9%
3.2%traditional advertising
5.0%brand
building
7.1%customer
relationshipmanagement
13.2%digital
marketing
2015FEB AUG
2014FEB AUG
2013FEB AUG
2012FEB AUG
2011FEB AUG
2016
INVESTMENT IN MARKETING CONTINUES TO GROW
The CMO Survey1
February 2016 results