德勤：2023年全球CMO调查报告（英文版）（63页）.pdf

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1、 Managing Brand,Growth,and Metrics The 3rd Edition of The CMO Survey UK,March 2023 This third edition of The CMO Survey UK provides the marketing profession with an overview of marketing activities,spending,and performance.As always,the UK Edition also provides a comparison to the study of U.S.marke

2、ting leaders that has been running bi-annually since 2008(see U.S.results at https:/cmosurvey.org/results/).This years highlights include:Leadership,Spending and Metrics Ten percent of companies CEOs had been marketing leaders previously,but only 1.3%of respondents say it is likely that(they)their m

3、arketing leaders will become CEO at their current or another company in the future(selecting 7 on a 1-7 scale),whereas 25%say it is not at all likely(1 on a 1-7 scale).Marketing leaders have primary responsibility for communication-related aspects of their brandspromotion(82.5%),public relations(82.

4、5%),social media(90%),advertising(91.3%),digital marketing(92.5%),and brand(93.8%).In contrast,far fewer report primary responsibility for downstream activities such as e-commerce(41.3%),sales(20.0%),and distribution(12.5%),or for new products and services(26.3%)and innovation(28.8%),or for pricing(

5、20%).Marketing spending was up 4.5%over the last 12 months,accounting for 12.8%of the companys overall budget and 5.2%of company revenues.Nearly half of the spend(48.7%)was on digital activities,up 12.8%from last year.In terms of marketing components that are“always/consistently”measured(versus“almo

6、st never”),59.2%(4.2%)of companies do so for sales,57.7(1.4%)for digital performance,47.1%(5.7%)for content engagement,33.8%(12.7%)for lead generation and 33.3%(4.3%)for campaign effectiveness.In contrast,consumer metrics that are less often“always/consistently”(more often“almost never”)measured,inc