德勤-首席营销官（CMO）调查（英文）-2020.2.pdf

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1、FEBRUARY2020©ChristineMoorman1FEBRUARY2020HOMEMARKETPLACEGROWTHSPENDINGPERFORMANCESOCIALMEDIAMOBILEJOBSORGANIZATIONLEADERSHIPANALYTICS®AboutTheCMOSurveyMISSIONADMINISTRATIONSPONSORSTocollectanddisseminatetheopinionsoftopFoundedinAugust2008,TheCMOSurveyisSponsor

2、ssupportTheCMOSurveywithintellectualmarketersinordertohelppredictthefutureofadministeredtwiceayearviaanInternetsurvey.andfinancialresources.markets,trackmarketingexcellence,andimprovetheQuestionsrepeattoobservetrendsovertimeSurveydataandparticipantlistsareheldi

3、nconfidencevalueofmarketinginfirmsandsociety.andnewquestionsareaddedtotapintoandarenotprovidedtoSurveysponsorsmarketingtrends.TheCMOSurveyisanobjectivesourceofinformationoranyotherparties.aboutmarketingandanon-commercialserviceTheFebruary2020Surveyisthe24thadmi

4、nistrationofdedicatedtothefieldofmarketing.TheCMOSurvey.©ChristineMoorman2FEBRUARY2020HOMEMARKETPLACEGROWTHSPENDINGPERFORMANCESOCIALMEDIAMOBILEJOBSORGANIZATIONLEADERSHIPANALYTICSSurveymethodologySAMPLEADMINISTRATIONOTHERREPORTS•2631topmarketersatfor-profitU.S.c

5、ompanies•Emailcontactwithfourfollow-upremindersThisreportshareskeymetricsovertimeandcommentary.Twootherreportsareavailableat•265respondedfora10.1%responserate•SurveyinfieldfromJanuary7-28,2020cmoSurvey.org/results.•98%ofrespondentsVP-levelorabove•TheToplineRepo

6、rtshowsaggregate-levelresults.•ReportofResultsbyFirmandIndustryCharacteristicsoffersresultsbysectors,size,andInternetsales.Interpretiveguide:•M=Average;SD=Standarddeviation•B2B=Business-to-Businessfirms•B2C=Business-to-Consumerfirms©ChristineMoorman3FEBRUARY202

7、0HOMEMARKETPLACEGROWTHSPENDINGPERFORMANCESOCIALMEDIAMOBILEJOBSORGANIZATIONLEADERSHIPANALYTICSSurveyparticipants(n=265)ECONOMICSECTORINDUSTRYSECTORIndustrySector%RespondentsTechnology(Software/Biotech)15.5%15.2%Healthcare13.2%36.4%ServicesConsulting13.2%19.3%Ret

8、ail9.8%Communications8.7%Manufacturing8.7%29.2%ConsumerPackagedGoods7.9%Banking7.5%Transportation4.9%B2BProductB2BServicesConsumerServices4.2%B2CProductEducation3.0%B2CServi