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The CMO Survey Highlights and Insights August 2016

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Highlights and insights from the August 2016 CMO Survey.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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The CMO Survey Highlights and Insights August 2016

  1. 1. Mission - 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 firms and society. - The survey is an objective source of information about marketing. It is a non-commercial service dedicated to the field of marketing. Survey Operation - Founded in August 2008, The CMO Survey is administered twice a year via an Internet survey. Many questions repeat to observe trends over time. - The August 2016 survey is the 17th administration of The CMO Survey. Sponsoring Organizations - Individual survey data and participant lists are held in confidence and not provided to survey sponsors. About The CMO Survey 2
  2. 2. Survey Sample - 2956 top U.S. marketers at for-profit companies - 427 responded for a 14.4% response rate Survey Administration - Email contact with four follow-up reminders - Survey in field from July 12, 2016 - August 1, 2016 - 94.9% of respondents VP-level or above Results Interpretation - M = sample mean; SD = sample standard deviation - B2B = Business-to-Business firms; B2C = Business-to-Consumer firms Survey methodology 3
  3. 3. Survey topics 4 Topic 1: Marketplace Dynamics………………………………........ 5-11 Topic 2: Firm Growth Strategies……………………………........... 12-16 Topic 3: Marketing Spending…………………………………......... 17-24 Topic 4: Financial and Marketing Performance…………………... 25-29 Topic 5: Social Media Marketing…………………………............... 30-41 Topic 6: Mobile Marketing…………………………………………... 42-45 Topic 7: Marketing Jobs…………………………………………….. 46-48 Topic 8: Marketing Organization…………………………............... 49-54 Topic 9: Marketing Leadership……………………………………... 55-60 Topic 10: Marketing Analytics………………………………………... 61-69
  4. 4. 6 Outlook on U.S. economy softens Figure 1.1. How optimistic are you about the overall U.S. economy on a 0- 100 scale with 0 being least optimistic and 100 most optimistic? Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Overall 63.7 B2B Product 63.7 B2B Services 63.4 B2C Product 64.1 B2C Services 64.1 47.7 56.5 57.8 55.6 63.3 52.2 63.4 58.4 62.7 65.7 66.1 66.4 69.9 69.7 64.4 63.7 40 50 60 70 80 Feb-09 Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Marketer Optimism About Overall Economy
  5. 5. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics 7 Market outlook varies by industry sector Figure 1.2. Are you more or less optimistic about the overall U.S. economy compared to last quarter? (August 2016) More Optimistic 34.9% Less Optimistic 26.6% No Change 38.5% Top 3 Industry Sectors Education Consumer Packaged Goods Transportation Top 3 Industry Sectors Consumer Services Manufacturing Service Consulting Top 3 Industry Sectors Mining Construction Energy Tech Software / Biotech
  6. 6. 8 Marketing leaders more optimistic about own companies than overall economy Figure 1.3. Rate your optimism for your own company (0-100 with 0 being the least optimistic) Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics 64.2 66.7 69.95 69.5 69.8 73.2 72.8 69.6 72.4 72.2 73.2 72.3 75.1 75.4 72.2 72.8 60 65 70 75 80 Feb-09 Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16
  7. 7. Customer indicators emphasize acquisition and increased sales to existing customers Figure 1.4. Forecasted customer outcomes in next 12 months (% of respondents) 9 Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics 67% 63% 60% 44% 42% 31% 0% 20% 40% 60% 80% 100% Increased acquisition of new customers Increased customer purchase volume Increased purchase of related products & services Increased customer retention Increased entry of new customers into the market Increased customer price per unit August 2016
  8. 8. Figure 1.5. Customers’ top priority in next 12 months (% of respondents) Product quality remains top customer priority; trusting relationship biggest increase 10 Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics 29% 27% 17% 14% 13% 27% 22% 23% 17% 11% 0% 5% 10% 15% 20% 25% 30% 35% Superior Product Quality Excellent Service Trusting Relationship Low Price Superior Innovation February 2016 August 2016
  9. 9. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics More intense rivalry and price-cutting expected from competitors in next year 11 Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Figure 1.6. Increased competitor interactions in next 12 months (% of respondents) 72% 62% 56% 48% 39% 18% 0% 20% 40% 60% 80% 100% More intense rivalry for customers More competitor price-cutting More competitor innovation Emergence of new domestic competitors Emergence of new global competitors More cooperation on non-price strategies August 2016
  10. 10. Investments in existing markets and offerings dominate growth spending Types of growth strategies Existing Products/ Services New Products/ Services Existing Markets Market Penetration Strategy Product/Service Development Strategy New Markets Market Development Strategy Diversification Strategy * % of spending for each growth strategy Growth Strategy Actual Spending in Past 12 Months Expected Spending in Next 12 Months Percent Change Expected Market Penetration Strategy 52.1% 48.2% -7.5% Market Development Strategy 15.4% 16.3% +5.8% Product/Service Development Strategy 23.6% 24.5% +3.8% Diversification Strategy 8.9% 11.0% +23.6% Table 2.1. Current and future growth spending* 13 Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
  11. 11. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Company sales through Internet remain modest at 10.3% 14 Figure 2.1. Percent of company sales from Internet Overall 10.3% B2B Product 7.3% B2B Services 9.1% B2C Product 10.6% B2C Services 19.8% 9.2% 8.9% 9.9% 11.3% 12.4% 10.3% 11.3% 10.3% 0% 5% 10% 15% 20% 25% Feb-12 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Percent of sales through the Internet
  12. 12. Company sales from domestic markets continue to dominate 15 Figure 2.2. Percent of company sales from domestic markets Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Overall 81.2% B2B Product 75.9% B2B Services 85.5% B2C Product 82.7% B2C Services 83.0% 77.6% 79.4% 77.5% 79.4% 85.4% 81.0% 83.0% 81.2% 50% 60% 70% 80% 90% 100% Feb-12 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Percent of sales - domestic
  13. 13. Marketing budget spent on international markets drops 16 Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics 21.9% 17.4% 0% 5% 10% 15% 20% 25% 30% February 2016 August 2016 Overall 17.4% B2B Product 23.9% B2B Services 12.1% B2C Product 13.9% B2C Services 17.7% Figure 2.3. Percent of marketing budget spent on international markets
  14. 14. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing budgets expected to increase 18 Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics 6.0% 7.2% 0% 2% 4% 6% 8% 10% Actual change in marketing budget in prior 12 months Expected change in marketing budget in next 12 months Prior 12 months Next 12 months Overall 6.0% 7.2% B2B Product 7.0% 6.9% B2B Services 7.0% 8.1% B2C Product -2.7% 3.1% B2C Services 9.4% 9.5% Figure 3.1. Percent change in marketing budgets
  15. 15. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Forecasted marketing budget changes 2009-2016 19 Figure 3.2. Expected percent change in marketing budgets in next 12 months Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics 0.5% 1.1% 5.9% 9.2% 6.7% 9.1% 8.1% 6.4% 6.1% 4.3% 6.7% 5.1% 8.7% 5.5% 6.9% 7.2% 0% 2% 4% 6% 8% 10% 12% Feb-09 Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Change in Marketing Spending
  16. 16. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics What’s in your marketing budget? 20 Table 3.1. Expenses included in marketing budgets (check all that apply)* Overall B2B Product B2B Services B2C Product B2C Services Direct expenses of marketing activities 61.3% 65.8% 59.3% 56.7% 60.9% Social media 51.4% 50.0% 49.4% 56.7% 54.7% Marketing employees 47.9% 51.4% 50.6% 38.3% 42.2% Marketing analytics 44.4% 47.9% 42.0% 46.7% 40.6% Marketing research 41.7% 44.5% 37.0% 46.7% 42.2% Other overhead costs associated with marketing 40.7% 45.2% 37.7% 38.3% 40.6% Marketing training 31.7% 45.2% 25.9% 21.7% 25.0% Sales employees 12.0% 7.5% 17.9% 5.0% 14.1% *Percentages reflect the number of marketers agreeing that the expense is included in their company’s marketing budget.
  17. 17. Digital marketing spending continues to grow, but at a slower rate *Refers to media advertising not using the Internet. Figure 3.3. Percent change in traditional advertising* vs. digital marketing spend in next 12 months 21 Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics -0.8% -1.9% -2.7% -2.1% -0.1% -3.6% -1.1% -2.1% -3.2% -1.3% 12.8% 11.5% 10.2% 10.1% 8.2% 10.8% 14.7% 12.2% 13.2% 9.9% -5% 0% 5% 10% 15% 20% Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Traditional Advertising Spend Digital Marketing Spend
  18. 18. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Brand building shows 46% spending lift over two years 22 Figure 3.4. Percent change in CRM and brand spending expected in next 12 months 7.9% 7.5% 8.0% 7.1% 7.4% 4.3% 5.6% 5.4% 5.0% 6.3% 0% 2% 4% 6% 8% 10% 12% Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Customer Relationship Management Brand Building
  19. 19. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics *Question asked in Feb-11 for the first time. Marketing budgets represent 11.3% of firm budgets 23 Figure 3.5. Marketing budget as percent of firm budget* Overall 11.3% B2B Product 11.2% B2B Services 10.5% B2C Product 16.7% B2C Services 9.0% 8.1% 10.0% 10.4% 11.4% 10.6% 9.4% 10.9% 10.9% 10.1% 11.4% 12.1% 11.3% 6% 8% 10% 12% 14% Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 % Marketing Budget
  20. 20. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing spend is 7.5% of company revenues 24 Figure 3.7. Marketing spending as percent of company revenues* *Question asked in Feb-12 for the first time. Overall 7.5% B2B Product 8.7% B2B Services 6.0% B2C Product 10.2% B2C Services 6.1% 8.5% 11.0% 7.9% 7.8% 9.3% 8.3% 8.3% 6.6% 8.4% 7.5% 0% 3% 6% 9% 12% 15% Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 % Marketing Spend
  21. 21. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Firm performance metrics increased across the board in the last 12 months 26 Overall B2B Product B2B Services B2C Product B2C Services Sales 3.3% 3.3% 4.2% 1.9% 2.6% Profits 2.4% 2.1% 3.2% 1.8% 2.3% Marketing ROI 2.4% 2.3% 2.4% 2.0% 3.9% Customer acquisition 2.5% 3.1% 2.4% 1.1% 1.9% Customer retention 1.8% 1.9% 2.2% 0.6% 2.1% Brand value 3.2% 3.2% 2.9% 4.2% 2.9% Table 4.1. Percent change in financial and marketing performance in prior 12 months
  22. 22. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Customers remain brand loyal while acquisition metrics experienced a 31% drop 27 Figure 4.1. Percent change in performance on customer and brand metrics in prior 12 months 3.1% 2.9% 3.5% 2.4% 2.1% 1.7% 1.5% 1.8% 2.9% 2.8% 3.3% 3.2% 0% 1% 2% 3% 4% 5% Feb-15 Aug-15 Feb-16 Aug-16 Customer acquisition Customer retention Brand value
  23. 23. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing excellence ratings remain flat 28 * Question asked in Aug-13 for the first time. 4.5 4.5 4.7 4.5 4.6 4.5 4.5 4.4 1 2 3 4 5 6 7 Aug-13 Feb-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Excellence rating Figure 4.2. How would you rate your company’s marketing excellence?* (7-point scale where 1=Very weak, 7=Leader)
  24. 24. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics B2B-product companies more likely to be marketing leaders 29 Figure 4.3. How would you rate your company’s marketing excellence? (7-point scale where 1=Very weak and 7=Leader) 8.4% 7.6% 10.0% 10.9% 3.1% 41.0% 40.2% 42.2% 35.1% 46.9% 27.9% 27.2% 26.7% 32.4% 28.1% 22.7% 25.0% 21.1% 21.6% 21.9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Overall B2B Product B2B Services B2C Product B2C Services A Leader/ Excellent=6-7 Strong=5 Fair/Good=3-4 Very Weak/Weak=1-2
  25. 25. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketers to expand social media spend by 90% in next 5 years 31 Figure 5.1. Social media spending as percent of marketing budgets 11.7% 14.1% 22.2% 0% 5% 10% 15% 20% 25% Current Levels Over Next 12 Months In Next 5 Years % of Marketing Budget
  26. 26. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Social media spend across all sectors expected to grow by ~20% in the next year 32 Overall B2B Product B2B Services B2C Product B2C Services Current social media spending 11.7% 8.9% 11.7% 15.5% 15.4% Social media spending in the next 12 months 14.1% 10.8% 13.9% 18.8% 18.4% Social media spending in the next 5 years 22.2% 18.4% 21.4% 28.0% 28.3% Table 5.1. Changes in social media spending across sectors
  27. 27. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Social media spend shows 200%+ growth (2009-16), but fails to meet 5-year projections 33 Figure 5.2. Actual versus predicted social media spending as percent of marketing budget 13.7% 17.7% 17.7% 18.1% 17.5% 3.5% 5.6% 5.9% 5.6% 7.1% 7.4% 7.6% 8.4% 6.6% 7.4% 9.4% 9.9% 10.6% 10.6% 11.7% 0% 5% 10% 15% 20% Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-2016 Predicted Level* Current Level *Predicted level is based on responses to 5-year predicted social media spend five years earlier (e.g., Aug-14 based on response from Aug-09).
  28. 28. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Social media winners and losers 2009-2016 34 Social media type* Aug-09 Aug-16** Social networking (e.g., Facebook, LinkedIn) 65.4% 72.5% Video and photo sharing (e.g., YouTube, Instagram) 52.3% 49.8% Blogging 50.9% 44.0% Microblogging (e.g., Twitter) 44.4% 55.3% Podcasts 24.8% 13.7% Forums (e.g., Google groups) 23.4% 14.1% Product reviews (e.g., Amazon) 17.3% 16.2% Social bookmarking (e.g., Digg) 15.9% 4.4% Product design or co-creation (e.g., NikeID) 6.5% 4.6% Virtual reality (e.g., Second life) 3.7% 2.3% Internal social networking (e.g., Slack, Yammer)*** -- 19.2% * Typology from: Hoffman, Donna L. and Marek Fodor (2009), “The ROI of Social Media,” UCR Sloan Center Working Paper, July. **Red reflects a decrease and Green reflects an increase of more than 2 percent between Aug-09 and Aug 16. ***Question asked for the first time in August 2016. Table 5.2. Percentage of Firms Using Social Media
  29. 29. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Integration of social media and marketing strategy shows no progress 35 Figure 5.3. How effectively is social media linked to your firm’s marketing strategy? (1=Not integrated, 7=Very integrated) 3.8 3.8 3.8 3.9 3.8 3.9 3.9 4.2 4.2 3.9 1 2 3 4 5 6 7 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Mean Integration Level
  30. 30. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Integration of customer information across channels drops further 36 Figure 5.4. How effectively does your company integrate customer information across purchasing, communication, and social media channels? (1=Not at all effectively, 7=Very effectively) *Question asked in Feb-11 for the first time. 3.8 3.8 3.8 3.8 3.9 3.8 3.9 3.7 3.6 3.4 3.2 1 2 3 4 5 6 7 Feb-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Mean Integration Level
  31. 31. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Outside agencies remain a supplement to company’s social media activities 37 Figure 5.5. Percent of company’s social media activities performed by outside agencies 17.4% 18.9% 21.7% 20.0% 20.7% 0% 10% 20% 30% 40% Feb-14 Feb-15 Aug-15 Feb-16 Aug-16 Percentages Outside Agencies
  32. 32. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Few firms able to prove the impact of social media quantitatively 38 Figure 5.6.. Which best describes how you show the impact of social media on your business? B2B Product B2B Services B2C Product B2C Services We have proven the impact quantitatively 16.9% 20.3% 17.4% 31.3% We have a good qualitative sense of the impact, but not a quantitative impact 33.1% 31.6% 54.3% 35.4% We haven't been able to show the impact yet 50.0% 48.1% 28.3% 33.3% Haven't been able to show the impact yet 45%Have a good qualitative sense of the impact, but not a quantitative impact 40% Have a good qualitative sense of the impact, but not a quantitative impact 41.8% Haven't been able to show the impact yet 45.0% Haven't been able to show the impact yet 44.1% Have a good qualitative sense of the impact, but not a quantitative impact 35.7% Have proven the impact quantitatively 20.3%
  33. 33. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Social media perceived to contribute little to company performance 39 Figure 5.7. To what degree does the use of social media contribute to your company's performance? (1=Not at all, 7=Very highly) Not at all Very highly Feb-16 Mean Aug-16 Mean Overall 3.2 3.1 B2B Product 2.5 2.7 B2B Services 3.4 3.1 B2C Product 3.2 3.8 B2C Services 4.0 3.4 18.3% 21.7% 23.4% 11.5% 14.9% 6.8% 3.4% 19.4% 26.6% 15.3% 15.6% 13.0% 5.5% 4.6% 0% 10% 20% 30% 40% 1 2 3 4 5 6 7 February 2016 August 2016
  34. 34. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Use of online data for targeting increases but lower increases expected in future 40 Figure 5.8a. Does your company use customer behavior data collected online for targeting purposes? Figure 5.8b. Is your company's use of such data increasing over time? 88.5% 48.0% 0% 20% 40% 60% 80% 100% August 2013 August 2016 40.5% 45.7% 0% 20% 40% 60% 80% 100% August 2013 August 2016
  35. 35. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketers have few concerns about the use of online customer data 41 Figure 5.9. How worried are you that the use of online customer data could raise questions about privacy? August 2013: Mean = 3.5 (SD = 1.8) August 2016: Mean = 3.2 (SD = 1.9) 15.9% 19.5% 14.2% 15.0% 18.6% 13.3% 3.5% 25.7% 19.8% 10.3% 16.6% 13.0% 9.5% 5.1% 0% 5% 10% 15% 20% 25% 30% 1 Not At All Worried 2 3 4 5 6 7 Very Worried August 2013 August 2016
  36. 36. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing spend on mobile expected to increase 118% in three years 43 Figure 6.1. Marketing budget spend on mobile Now 3 years Overall 3.8% 8.3% B2B Product 2.5% 6.7% B2B Services 3.1% 6.6% B2C Product 7.2% 13.8% B2C Services 5.8% 11.5% 3.8% 8.3% 0% 5% 10% 15% Current Levels In Next 3 Years
  37. 37. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Mobile marketing performance improves on key metrics Figure 6.2. Rate the performance of your company’s mobile marketing activities (7-point scale where 1=Poor, 7=Excellent) 44 2.9 3.5 3.1 3.4 2.9 2.7 3.1 3.8 3.2 3.6 3.3 3.0 0 1 2 3 4 5 6 7 Customer acquisition Customer engagement Customer retention Delivering your brand message Sales Profits February 2016 August 2016
  38. 38. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Half of all companies attribute no or minimal performance gains to mobile 45 Figure 6.3. To what degree does the use of mobile marketing contribute to your company's performance? (1=Not at all, 7=Very highly) Not at all Very highly Feb-16 Mean Aug-16 Mean Overall 2.4 2.5 B2B Product 2.0 2.3 B2B Services 2.4 2.3 B2C Product 3.0 3.1 B2C Services 2.8 3.2 40.2% 21.9% 11.9% 13.7% 9.6% 2.3% 0.5% 39.1% 21.7% 9.9% 13.8% 11.1% 2.8% 1.6% 0% 10% 20% 30% 40% 50% 1 2 3 4 5 6 7 February 2016 August 2016
  39. 39. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing hiring improves: Focus on B2B marketers 47 Figure 7.1. Percentage change in marketing hires planned in next 12 months Overall 5.4% B2B Product 5.4% B2B Services 7.2% B2C Product 3.3% B2C Services 3.2% 5.2% 6.5% 5.4% 5.5% 4.7% 3.8% 3.5% 6.6% 5.1% 5.4% 0% 3% 6% 9% 12% 15% Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Percentage Change in Marketing Hires in Next 12 Months
  40. 40. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Expected change in marketing outsourcing Percentage change in outsourcing of marketing in next 12 months (Overall mean = 3.6%, SD = 8.83) Table 7.1a. Industry sector differences Sector Mean Banking/Finance/Insurance 2.9% Communications/Media 5.5% Consumer Packaged Goods 5.5% Consumer Services 9.3% Education 3.0% Energy 2.1% Healthcare/Pharma. 4.3% Manufacturing 1.4% Mining/Construction 1.7% Retail/Wholesale 2.4% Service/Consulting 3.2% Tech Software Biotech 5.7% Transportation 5.3% Sector Mean B2B Product 3.0% B2B Services 4.1% B2C Product 1.7% B2C Services 6.1% Table 7.1b. Firm sector differences Table 7.1c. Firm Internet sales differences Firm sales Mean 0% of sales 3.8% 1-10% of sales 2.8% >10% of sales 4.8% 49
  41. 41. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing and sales are equal partners in most companies 50 Figure 8.1. The marketing-sales relationship (% of respondents) 66.8% 13.0% 9.9% 7.5% 2.8% 0% 10% 20% 30% 40% 50% 60% 70% 80% Sales and marketing work together on an equal level We don't have a sales function Sales is in charge of marketing Sales is within the marketing function We have a sales function, but not a marketing function
  42. 42. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Product/service structure remains dominant 51 Figure 8.2. Organizational structure in companies % customer groups Overall 30.7% B2B Product 30.8% B2B Services 30.8% B2C Product 24.3% B2C Services 37.5% 26.5% 28.6% 26.7% 30.2% 29.4% 31.9% 30.7% 73.5% 71.4% 73.3% 69.8% 70.6% 68.1% 69.3% 0% 20% 40% 60% 80% 100% Feb-13 Aug-13 Feb-14* Feb-15 Aug-15 Feb-16 Aug-16 Customer Groups Product/Service Groups *Question not asked in Aug-14.
  43. 43. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Brand, customer, and digital-related capabilities ranked most important 52 Figure 8.3. Rank order of most important marketing capabilities to your organization (1=top rank; lower score means more important) 7.3 5.9 5.5 5.2 4.9 4.3 4.3 4.2 3.5 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 Agency management capabilities Omni-channel execution capabilities Creative capabilities Marketing analytics capabilities Marketing innovation capabilities Customer development and management capabilities Digital marketing capabilities** Customer focus capabililties* Brand development and management capabilities Top Rank Lowest Rank *Customer focus capabilities include actions that prioritize the customer. **Digital marketing capabilities include digital strategy, social media, and mobile marketing activities.
  44. 44. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Digital tops company gaps in marketing capabilities 53 Figure 8.4. Top gaps in your organization’s marketing capabilities (1=top rank; lower score means bigger gap) Marketing Capability Mean Rank Digital marketing capabilities** 1.7 Customer development and management capabilities 1.9 Marketing innovation capabilities 1.9 Omni-channel execution capabilities 1.9 Brand development and management capabilities 2.0 Marketing analytics capabilities 2.1 Customer focus capabilities* 2.1 Creative capabilities 2.2 Agency management capabilities 2.4 *Customer focus capabilities include actions that prioritize the customer. **Digital marketing capabilities include digital strategy, social media, and mobile marketing activities.
  45. 45. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics The intersection of marketing capability importance and organizational gaps 54 Low importance rank Moderate importance rank High importance rank Small organizational gaps  Agency management capabilities  Creative capabilities  Customer focus capabilities* Moderate organizational gaps -  Marketing analytics capabilities  Marketing innovation capabilities  Brand development and management capabilities  Customer development and management capabilities Large organizational gaps -  Omni-channel execution capabilities  Digital marketing capabilities** *Customer focus capabilities include actions that prioritize the customer. **Digital marketing capabilities include digital strategy, social media, and mobile marketing activities. Figure 8.5. Marketing capability importance by organizational gaps
  46. 46. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing leadership gains and losses 56 Table 9.1. Percentage of companies in which marketing leads activity Activity Aug-15 Feb-16 Aug-16** Brand 82.1% 87.5% 89.4% Advertising 82.7% 82.1% 79.2% Social media 79.5% 83.9% 75.7% Promotion 76.3% 76.2% 73.3% Marketing analytics 75.0% 79.2% 69.0% Positioning 80.1% 75.6% 67.8% Marketing research 70.5% 70.2% 67.1% Public relations 64.1% 64.9% 65.5% Lead generation 55.8% 62.5% 60.8% Competitive intelligence 55.1% 56.5% 54.5% Market entry strategies 55.8% 46.4% 43.5% CRM 39.1% 37.5% 42.0% New products 37.8% 36.3% 40.0% Revenue growth* 38.4% e-commerce* 35.7% Pricing 30.8% 32.1% 33.7% Market selection 30.1% 29.8% 32.9% Innovation 23.1% 28.6% 29.8% Sales 32.1% 25.0% 24.7% Customer service 19.9% 17.3% 18.0% Distribution 12.2% 9.5% 10.2% Stock market performance 3.8% 1.8% 2.7% *Revenue growth and e-commerce were added in August 2016. **Red reflects a decrease and Green reflects an increase of more than 2 percent between Feb-16 and Aug 16.
  47. 47. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing leader retention at all-time high (6.6 years) 57 Figure 9.1. Marketing leader retention 4.3 4.6 4.3 4.1 5.1 5.3 4.5 6.6 8.0 9.0 8.8 9.2 10.0 10.0 8.0 9.8 0 2 4 6 8 10 12 Aug-09 Aug-10 Aug-11 Aug-12 Aug-13 Aug-14 Aug-15 Aug-16 Years top marketer in current role in the firm Years top marketer in any role in the firm
  48. 48. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Direct reports remain steady while indirect reports shows drop over time 58 Figure 9.2. Number of people reporting to top marketers* *August 2015 are revised from Highlights and Insights February 2016 where the median levels were reported instead of mean levels. 8.6 6.9 5.5 6.8 6.5 24.6 16.1 16.2 18.6 15.7 0 5 10 15 20 25 30 Aug-12 Aug-13 Aug-14 Aug-15 Aug-16 Number of direct reports Number of indirect reports
  49. 49. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing’s role has broadened in the last five years 59 Figure 9.3. How has marketing’s role within your organization changed in the last five years? (-7=significantly narrowed, 7=significantly broadened) Mean (SD) Overall 2.9 (SD=2.8) B2B Product 2.9 (SD=2.5) B2B Services 2.6 (SD=3.2) B2C Product 3.0 (SD=2.8) B2C Services 3.6 (SD=2.4) 0.8% 0.4% 1.6% 0.0% 2.3% 0.8% 0.8% 12.4% 9.3% 11.2% 17.4% 13.2% 14.3% 4.3% 11.2% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 %ofRespondents Significantly Narrowed Significantly Broadened
  50. 50. Leading practices from marketing leaders See full interviews at www.cmosurvey.org/cmo-insights/ Senior Vice President and Chief Marketing Officer Beth Comstock discusses how GE approaches marketing: “You have to create a platform that invites innovative ideas.” This platform involves four capabilities that have produced an array of new products, services, customers, and business models. Chief Marketing Officer Kim Feil discusses how she built a marketing function. From insights to accountability, she describes the organization, processes, metrics, and talent management strategies important to this effort. Executive Vice President and Chief Marketing Officer Geert van Kuyck shares ideas on building the essential skill set for CMOs and the importance of defining the CMO’s mission. He discusses the use of the Net Promoter Score and other metrics to evaluate business results at Philips, touching on Philips’ engagement with LinkedIn and social media metrics. Executive Vice President and Chief Marketing Officer Stephen Quinn describes how Walmart rebuilt its customer focus. Key steps involved harnessing internal support, generating market insight, using customer-focused metrics, living the brand internally, and building marketing talent. Global Marketing Officer Marc Pritchard shares views on how marketing contributes to P&G’s performance. He talks about how P&G learns about customers and how it is relentless in its attention to building loyal customers and strong brands in the store, on the web, and around the world. 60
  51. 51. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Spending on marketing analytics to increase 68% in three years 62 Figure 10.1. Percent of marketing budget spent on marketing analytics 6.5% 10.9% 0% 3% 6% 9% 12% 15% Current Levels In Next 3 Years
  52. 52. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Spending on marketing analytics by firm and industry characteristics 63 Current In Next 3 years <$25M 4.8% 8.8% $26-99M 4.5% 8.9% $100-499M 5.5% 10.5% $500-999M 9.4% 14.2% $1-9.9B 8.4% 13.0% $10+B 11.1% 15.3% Table 10.1c. Firm size differences Table 10.1b. Firm Internet sales differences Current In Next 3 years 0% 4.9% 9.6% 1-10% 6.7% 10.8% >10% 8.2% 12.2% Table 10.1a. Firm sector differences Current In Next 3 years B2B Product 6.8% 11.3% B2B Services 5.7% 10.1% B2C Product 6.7% 10.2% B2C Services 7.7% 12.8%
  53. 53. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing analytics spend shows growth, but fails to meet 3-year projections 64 Figure 10.2. Actual versus predicted marketing analytic as percent of marketing budget 9.2% 10.0% 10.1% 8.7% 5.7% 5.0% 6.0% 5.5% 7.1% 7.1% 6.4% 6.7% 6.7% 6.5% 0% 3% 6% 9% 12% 15% Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Predicted Level* Current level *Predicted level is based on responses to 3-year predicted marketing analytics spend three years earlier (e.g., Aug-16 based on response from Aug-13).
  54. 54. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics No improvement in use of marketing analytics: B2C companies biggest users 65 Figure 10.3. Percentage of decisions using marketing analytics* *This question was asked in Feb-12 for the first time. Overall 34.7% B2B Product 35.5% B2B Services 26.8% B2C Product 42.6% B2C Services 47.5% 37.0% 35.0% 30.4% 29.0% 32.5% 32.3% 29.0% 31.0% 35.3% 34.7% 0% 20% 40% 60% 80% 100% Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Percentage using marketing analytics
  55. 55. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics However, contribution of marketing analytics remains low 66 Figure 10.4. To what degree does the use of marketing analytics contribute to your company's performance? (1 = Not at all, 7 = Very highly) *This question was asked in Aug-12 for the first time. Overall 3.8 (SD=1.8) B2B Product 3.8 (SD=1.8) B2B Services 3.4 (SD=1.8) B2C Product 4.6 (SD=1.6) B2C Services 4.3 (SD=1.9) 3.9 3.7 3.5 3.7 3.7 3.2 3.7 3.8 3.8 2 3 4 5 6 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Mean Contribution Level
  56. 56. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing analytics contributions by sector and firm differences 67 To what degree does the use of marketing analytics contribute to your company's performance? (1=Not At All, 7=Very Highly) Table 10.2a. Industry sector differences Sector Mean Banking/Finance/Insurance 3.7 Communications/Media 3.6 Consumer Packaged Goods 4.8 Consumer Services 4.3 Education 4.6 Energy 2.8 Healthcare/Pharma. 4.2 Manufacturing 3.5 Mining/Construction 3.9 Retail/Wholesale 3.9 Service/Consulting 3.3 Tech Software Biotech 4.3 Transportation 3.7 Sector Mean B2B Product 3.8 B2B Services 3.4 B2C Product 4.6 B2C Services 4.3 Table 10.2b. Firm sector differences Table 10.2c. Firm Internet sales differences Firm sales Mean 0% of sales 3.3 1-10% of sales 3.9 >10% of sales 4.4
  57. 57. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Most firms lack quantitative metrics to demonstrate marketing spending impact 68 Figure 10.5. How companies demonstrate the impact of marketing spending 34% 46% 20% 33% 44% 23% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Proved the impact quantitatively Good qualitative sense of the impact, not quantitative Haven't been able to show the impact yet Short-Term Impact Long-Term Impact
  58. 58. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics How marketing analytics is driving marketing decision making 69 Table 10.3. Percent of companies using marketing analytics in each marketing decision area* Marketing decision area Aug-13 Aug-15 Feb-16 Aug-16 Customer insight*** 46.4% 40.5% Customer acquisition 31.7% 36.6% 43.6% 42.4% Digital marketing*** 36.7% 39.1% Customer retention 27.6% 30.7% 38.1% 35.0% Branding 22.0% 26.5% 30.8% 34.5% Social media 21.0% 30.7% 29.4% 33.3% Segmentation** 29.2% 31.8% 31.0% Promotion strategy 23.7% 29.2% 28.7% 28.2% New product or service development** 20.2% 25.3% 29.2% Product or service strategy 18.8% 20.2% 21.8% 25.5% Pricing strategy 23.7% 21.8% 21.5% 24.8% Marketing mix 21.7% 31.5% 31.5% 24.8% Multichannel marketing 13.4% 16.3% 20.8% 19.9% *Red reflects a decrease and Green reflects an increase of more than 2 percent between Feb-16 and Aug 16. **Question was asked for the first time in August 2015. ***Question was asked for the first time in February 2016.
  59. 59. Next survey: January 2017 Participate: Sign up here Media: Press releases and coverage Feedback: Send comments to moorman@duke.edu Preview 70

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