首席营销官（CMO）调查.pptx

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1、FEBRUARY2020HOMEMARKETPLACEGROWTHSPENDINGPERFORMANCESOCIALMEDIAMOBILEJOBSORGANIZATIONLEADERSHIPANALYTICSTocollectanddisseminatetheopinionsoftopmarketersinordertohelppredictthefutureofmarkets,trackmarketingexcellence,andimprovethevalueofmarketinginfirmsandsociety.©ChristineMoorman2TheCMOSurv

2、eyisanobjectivesourceofinformationaboutmarketingandanon-commercialservicededicatedtothefieldofmarketing.FoundedinAugust2008,TheCMOSurveyisadministeredtwiceayearviaanInternetsurvey.Questionsrepeattoobservetrendsovertimeandnewquestionsareaddedtotapintomarketingtrends.TheFebruary2020Surveyisth

3、e24thadministrationofTheCMOSurvey.SponsorssupportTheCMOSurveywithintellectualandfinancialresources.SurveydataandparticipantlistsareheldinconfidenceandarenotprovidedtoSurveysponsorsoranyotherparties.MISSIONADMINISTRATIONSPONSORSAboutTheCMOSurvey®FEBRUARY2020HOMEMARKETPLACEGROWTHSPENDINGPERFO

4、RMANCESOCIALMEDIAMOBILEJOBSORGANIZATIONLEADERSHIPANALYTICSSurveymethodology©ChristineMoorman32631topmarketersatfor-profitU.S.companies265respondedfora10.1%responserate98%ofrespondentsVP-leveloraboveEmailcontactwithfourfollow-upremindersSurveyinfieldfromJanuary7-28,2020Thisreportshareskeymet

5、ricsovertimeandcommentary.TwootherreportsareavailableatcmoSurvey.org/results.TheToplineReportshowsaggregate-levelresults.ReportofResultsbyFirmandIndustryCharacteristicsoffersresultsbysectors,size,andInternetsales.Interpretiveguide:M=Average;SD=StandarddeviationB2B=Business-to-BusinessfirmsB

6、2C=Business-to-ConsumerfirmsSAMPLEADMINISTRATIONOTHERREPORTSFEBRUARY2020JOBSORGANIZATIONLEADERSHIPANALYTICSHOMEMARKETPLACEGROWTHSPENDINGPERFORMANCESOCIALMEDIAMOBILESurveyparticipants(n=265)ECONOMICSECTORINDUSTRYSECTORIndustrySector%RespondentsTechnology(Software/Biotech)15.5%Healthcare13.2%

7、ServicesConsulting13.2%Retail9.8%Communications8.7%Manufacturing8.7%ConsumerPackagedGoods7.9%Banking7.5%Transportation4.9%ConsumerServices4.2%Education3.0%Mining/Construction1.9%Energy1.5%29.2%15.2%36.4%19.3%B2BProductB2BServicesB2CProductB2CServices©Chr